This is what we might call the campaign recently launched by Chi Chi, one of the brands in Hormel portfolio originally born as signature for Hormel ethnic chips and dips.

The “C campaign” aims at driving consumers associating Chi Chi with words beginning by C like chicken, craving, cooking, celebration to name a few, to convey the brand repositioning as extended use and flavor enhancer, in a few words, as something more than merely chips and dips. The campaign anticipates the brand products line expansion and follows in the plans foreseen for Chi Chi to get rid of its original image.

Can Verbal Identity get this message across to consumers? Using the words of Mark Mayer, group product manager for Hormel ethnic food group, “the C campaign is simple, strategic and sticky enough to communicate that message”.