Herr’s was being outspent by Frito-Lay and quickly losing marketshare in the Philly DMA. It was time to make some bold moves and keep the hometown chip front and center. Enter Keep it Philly, Philly. Part attitude, part CTA, all with the bold flavor of Herr’s. As the creative lead, I led efforts in creation and execution of this bold new campaign, and was integral in all levels of planning. We launched OOH, Wells Fargo Center takeovers, social and Game Day TV in the fall of 2019 and the result is unmistakably delicious.