Tim’s Chips Campaign

Category: Advertising, Video, Storytelling

Tim’s Chips are a local staple in Washington, but they lack strong marketing. The brand needs more visibility for its flagship jalapeño flavor.

  • How can we increase sales of Tim’s Jalapeño Chips in the Seattle area?

  • Elan Clement Robinson: Project manager, researcher, video editor, script writer, production artist

    Liz Clagett: Merch design, environmental design, production artist

    Jordan Meier: Poster design, motion graphics, typography, production artist

  • Timeframe: 7 weeks

    Tools: Premiere Pro, AfterEffects, Photoshop, InDesign

Tim’s: Spicy from the Start

Jalapeño is one of Tim’s flagship flavors, going back all the way to the start of the brand in 1986–the same year that Sub Pop was founded and Seattle’s grunge scene was just starting to reach a wider audience. Like our music scene and landmarks, Tim’s jalapeño chips are a Seattle icon. Our breakthrough moment was conceiving of an alternate universe in which Tim Kennedy and his spicy chips were literally there for there for all of Seattle’s hottest moments, from being a founding member of Nirvana, to constructing the Fremont Troll, to coaching the Sonics.

Our mockumentary trailer is designed to play at SIFF and other Seattle-area theaters. Supporting elements of the campaign include posters promoting the film, a chip machine (a modified popcorn machine), and take-home chip bucket merch, all of which draw on Seattle history, grunge, and the underground music scene. By highlighting nostalgic moments from Seattle and Washington’s past, our campaign helps people feel a personal connection to Tim’s Chips and the place they call home.