Project Overview

From stoops to stadiums, Herr’s has sparked cravings — and expressions — you can’t fake. So, we set out to capture that legendary local love — one crunch, one block, one flavor-packed bite at a time. To celebrate the bold personality behind Herr’s iconic snacks, we hit the streets of Philadelphia, popped a bag and rolled the tape.

Our Approach

We leaned into Philly pride and Herr’s deep community roots by crafting a storytelling campaign that was as unfiltered, authentic, and flavor-forward as the snacks themselves. Our content strategy focused on in-the-moment street interviews, documentary-style footage, and dynamic social content that let real Philadelphians do the talking — and the snacking.

With an unscripted, cinematic shooting style, we captured the spontaneous joy that only Herr’s chips can bring. Paired with sharp, punchy edits, bold typographic overlays, and bursts of animated flavor explosions, each video delivered a hit of flavor and local pride that made Herr’s more than just a snack — it made it Philly’s snack.

Crunch Meets Culture: Philly’s Flavor Playground

This fully integrated campaign spanned digital and traditional media, including a TV spot, bold out-of-home boards placed across the tri-state area, and a full suite of short-form content for social and paid. This campaign combined street-smart storytelling with grassroots-level authenticity. Visually, the creative was brought to life with animated flavor bursts that leapt from the screen — echoing the intensity and variety inside every Herr’s bag.

Each asset was crafted to feel vibrant, real, and unmistakably local — from man-on-the-street reactions to animated overlays that dialed the flavor up to eleven. The campaign sparked massive engagement and shares, proving Herr’s has never just been about chips — it’s about hometown pride. Every moment was crafted to spotlight the unique bond between Philly and Herr’s. From bag to borough, this was flavor, filmed at full volume.