In Philly, Herr’s isn’t just a chip brand. It’s a fixture.

A cookout brand. A tailgate brand. A “grab a bag on the way home” brand.

But even beloved hometown brands can get lost when they’re up against giant national competitors with endless shelf space and even bigger marketing budgets. Herr’s was starting to feel that pressure. So instead of reinventing the brand, we brought it back to what made people love it in the first place.

“Rooted in” tapped into the heart of the Herr’s story: family, fandom, Philly pride and the moments that happen around a shared bag of chips. Using nostalgic black-and-white photography, vintage-inspired typography and simple, feel-good messaging, we created a campaign that felt instantly familiar while still feeling fresh and modern.

From billboards and bus shelters to digital banners, paid social and pre-roll video, the campaign celebrated the everyday joy and emotional connection people already had with the brand – reminding consumers that Herr’s has always been more than just snacks. It’s part of the memory-making.

And in a crowded chip aisle full of louder brands, that authenticity became the differentiator.