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Hershey's Chipits Short Film Series Celebrates the Surprising Power of Baking


Campaign from FCB Canada and Mint follows three individual stories of connection through baking

Hershey's Chipits Short Film Series Celebrates the Surprising Power of Baking

There’s more power in baking than we think. HERSHEY’S CHIPITS reveals the surprising power of baking in a series of short films featuring real Canadians sharing their own personal stories. 

The films, which launched on social media and YouTube October 6th, with support from both TV and Cineplex Pre-Show Features running from November 14th through to December 26th, illustrate how baking goes beyond showing care for the people we love. From helping with focus and reconnecting with memories, to improving fine motor skills, and even helping people connect despite language barriers, the films give Canadians insight into the unexpected and powerful ways that lives can be touched by baking. 

In the first film, we meet Christine and her mother Madge. They both engage in their shared love and life-long passion for baking to help Madge reconnect with memories in the face of advancing Alzheimer's. In the second, (FR language), we see sister duo Fanny and Joanie baking together. Joanie has Cerebral Palsy, but it does not stop her from doing the things she loves. Baking helps Joanie develop her confidence and hone her fine motor skills, all with a view to improve her autonomy and independence. The final film sees Michael and his mother Lily, a first-generation Chinese immigrant, bake together to teach one another their respective first languages, and use the time spent to strengthen their relationship. 

“HERSHEY’S CHIPITS have played an important part in the traditions of Canadian bakers for generations,” says Rebecca Paddock, marketing manager, Hershey Canada. “With this campaign, we wanted to reflect real experiences that Canadians have when baking with HERSHEY'S CHIPITS.” 

“Baking is more powerful than many people realise. To showcase this, we needed equally powerful, true stories.” adds Cuanan Cronwright, executive creative director, FCB Canada. “Great casting was imperative to showcasing real stories that demonstrate the unexpected power of baking.” 

Each film captures a real moment for a Canadian family, shining light on the ways we come together through simple - yet unexpectedly rich - activities like baking with HERSHEY’S CHIPITS. This campaign proves that when you bake with love, you can unlock the power and joy that baking can bring. 

In their first campaign for Hershey Canada, FCB Canada handled strategy and creative, with casting by Powerhouse and production by Suneeva, media by UM, and public relations strategy by Mint. 


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Genres: People, Storytelling, Dialogue

Categories: Confectionery , Food

Mint, Wed, 30 Nov 2022 10:05:17 GMT