Hawaiian Chip Company Taro Chips: Not all chips are potatoes.

Why stick to your ordinary potato chips during snack time, when you can snack on gourmet sweet potato and taro chips made in the place of paradise, Hawaii. The quality picked taro plants used to make this delightful snack are all grown in the islands and are ensured to be fresh before cooking. This unique colored chip (with purple grains) takes you and your mouth on a mini Hawaiian getaway with its bold and unique flavors. This chip mix has a unique earthy taste, is all natural, and has 0% trans fat. This snack is healthier than most ordinary potato chips. Why?
"With the market currently demanding healthier foods, we strive to keep our chips as natural as possible. Without compromising the quality and taking our customers health concerns to heart, we switched our cooking oil from partially hydrogenated soy bean oil to canola oil, which is trans-fat free. In addition, our cooking process allows us to minimize the amount of sodium without sacrificing flavor, and it also allows us to keep our product preservative free. We don’t want you to worry about your health when you “inadvertently” munch away a whole bag." (http://www.hawaiianchipcompany.com/v/aboutus.asp)

"Each ad depends upon a specific idea. The idea, which is also called a concept, is the underlying unique creative thought; it is the thinking behind an as or an ad campaign that distinguishes a brand or social clausel communicates a message about the brand or social clause; brands it in the mind of the consumer; and motivates the consumer to purchase the product [...]" (Advertising by Design, Robin Landa, pg. 58)
In the end, "Not all chips are potatoes." They can be taro too. After brainstorming several ideas for our copy this is what we came up with to get the consumer asking "What is it?"

“Shocking, interesting, little-known facts can be the basis of any idea.” (Landa, 85)

By placing a few ads in magazines and on several billboards revolved around our slogan, the product would hit the chip market on a more national rather than just a local level. It worked for many other companies why wouldn't it work for us. "Advertising, unquestionably, drew people's interest."(Landa, 4)