THE IDEA
We tapped into Britain’s love of a cheeky thrill — those little rebellious moments that feel oh-so-wrong, but are oh-so-right — and gave them full permission to cheat… on their snacks.

Teaming up with national treasure and certified drama queen Baga Chipz MBE, we launched Baga Chipz’s Top Tipz — a playful, provocative guide to help Brits ditch the dull and flirt with something new.
From flavour blind dates to snack swapping positions, Baga featured in a cheeky piece of campaign content and served up all the inspiration snackers needed to commit the ultimate betrayal: swerving their go-to snack for something bolder, crunchier and unapologetically more exciting.

We packaged this up with compelling new data exploring just how deep Britain’s snack rut really is. With munching boredom at its peak in the UK, it turned out that half of Brits are looking for more snack satisfaction (49%), or should we say “snackisfaction”. But what was the catch? Brits admitted they were more likely to be faithful to their go-to snack than their favourite takeaway (14%), pub (12%), favourite TV show (12%), and even football team (11%).

THE RESULTS
238 pieces of coverage
100% of coverage included key messaging of Brits wanting to cheat on their lunchtime snack
96% of coverage included our video content
88% of coverage included Baga’s top tips for cheating