As any parent knows, a family also includes their child’s beloved teddy. In fact, many parents consider it the most important item in their household, and it’s a disaster when it goes missing.

The solution was Sausages & Chip. But instead of the potato variety of chip, Richmond created a tracking chip especially for children’s toys - the first of its kind. When it was attached to the treasured teddy, its location became visible on a bespoke app on the parent's smartphone, meaning that toy would never be lost again.

The only way that a chip could be acquired was to win one through an on-pack promotion.

The tracking chips and app were designed to use a combination of low power Bluetooth, sound and local device GPS, to make losing Teddy almost impossible.

The secure Bluetooth signal could locate Teddy when nearby, and the app could make the chip beep as a finding aid. And if the toy went out of range, the app used GPS to record its location, so parents knew where to return to look for it even 1000 miles away.

The campaign launched with an emotional TV spot in the biggest UK viewing occasion of the year, the X-Factor finals. It showed real life best friends Emily & Teddy being reunited thanks to Sausages & Chip, then drove viewers to the on-pack promotion and campaign microsite, where they could learn more, or enter their pack code.

The promotion was amplified through outdoor, in-store activation, a full social calendar, PR and blogger outreach.

• The campaign left an emotional impact on parents, with Richmond resonating as a brand that understood families.

• Strong increase in brand equity on saliency and meaningfulness.

• Over 44 million impressions in British media, including newspapers The Mirror, Daily Star, The Times and many other media outlets such as BBC Radio and Kiss FM.

• The launch TV spot was viewed close to 3.5 million views on YouTube and Facebook.

• Facebook engagement 1848% higher (+2m) than target (108k).

• People even listed our chips on eBay, selling them for as much as £35.

• The campaign earned Richmond more mentions on social channels than any time in their history.