Hippeas
The challenge: Get people to buy Hippeas chickpea puffs instead of junk food.
The insight: Snacks are either one of two things: healthy or indulgent. Hippeas taste like they shouldn’t be good for you — but they are.
The idea: Appeal to the people who have a love-hate relationship with working out and eating clean by positioning Hippeas as healthy junk.
for the ones who count their calories but never their chips
Us Hippeas have it all — junk food taste without the junk food junk. There’s a puff for everyone — a vegan, gluten-free chickpea puff, that is. Find us in the middle aisles, even though we don’t really belong there, because we’re actually good for you. Consider us a bag of contradictions.
for the ones who portion control and lose all control
Not everyone can keep up with their healthy lifestyle all day, every day. So what if we told you our chickpea puffs are healthy junk? Yes, that’s a thing. We’ve got the junk food taste without the junk food junk. From Bohemian Barbecue to Sriracha Sunshine, there’s a Hippea for everyone.
words and concepts by me // art direction by Professor Doug Gould
for the ones who track their steps and treat themselves
We’ve got the junk food taste without the junk food junk. There’s a puff for everyone — more specifically, an organic, vegan, gluten-free puff. We’re so good you’ll forget we’re made out of chickpeas. Find all five of us (and our tortilla chip sibs!) at your local grocery store.