"Egypt will choose its flavor" is a fully-fledged integrated campaign where, for the first time in Egypt, a brand gave the Egyptians the freedom of choice.

This campaign was built totally around consumer engagement and interactivity. The campaign was devised into 3 phases (Invitation phase, mobilization phase and winner flavor announcement phase). Totally supported by TVCs, OOH, Radio and interactive media, the campaign reached the consumers all across the nation, mobilizing Egyptians to share and cast their choices for Chipsy’s new flavor to come.

We went down to the streets and asked people to write what flavours would they like to have, then we collected their hand written requested and created a “Flavour petition sheet”. This sheet provided the base for the entire packaging campaign, “Flavour petition pack”. Based on the petition pack (created for the invitation phase) the 2 limited edition packs and eventually the winning shrimp packs were created. Each pack in 2 halves, one half with consumers' hand written requests and the other half with a real image of the flavor.

. Overall participants reached to 1.2 million.. Over 600 hundred flavours submitted.. Over 2,500 fans created designs and submitted their own design of the pack.