Potato chips and a farmer wrapped in an exciting campaign./Strauss
"Hamas terrorists captured 10 settlements in the Otaf", this was the first message that reached me that Saturday.
Like everyone else, I also had a hard time grasping it and thinking that such a thing could be real.
I immediately thought and ran through my head all the names of my acquaintances and friends from the south, including the factory workers in Sderot, my teammates, our farmers, the founders of Potato Chips, and the dozens of suppliers we work with every day, hour by hour, with whom we celebrated 50 years ago in Nahal Oz of the brand, which was born right there, in the surrounding settlements.
On Saturday morning, very general rumors reached me.
Only when Shabbat came out did I begin to be exposed to the magnitude of the horrors and the great disaster.
I immediately started trying to contact everyone I know and that I know is in the area of the fire.
One of the first messages I wrote was to Yankela Cohen, a smiling and pleasant 90-year-old man, the founder of the old potato chips who has lived in Nahal Oz since the beginning of his life.
Yankela replied and wrote to me that he and his wife have been in the MMD for 15 hours and are waiting to be rescued. In the same breath, I also prayed for the safety of our team members from the salting division, the managers and the factory workers in Sderot. Those were terrifying hours. Hours that turned into days of uncertainty, until we succeeded Contact everyone.
A story that begins in the field
In the last month, right next to Tu Bashvat and for the first time since the war began, our farmers returned to sowing in the fields. From this was born the new campaign that is on the air these days: Amos, the presenter of the brand who is also a farmer from Kibbutz Nirim, presents in an authentic and moving way how the fields look after the 7.10 and promises that we are doing everything to continue Israeli agriculture in the surrounding area with the sowing and growing of potatoes.
Potato chips have always been a snack that started in the field. Its marketing story was connected to farmers even before the war. The war only sharpened this symbiotic relationship, between the snack and the farmers.
As a snack that starts from a potato in the field, an Israeli product made in blue and white, potato chips have a responsibility to tell the story of agriculture and industry in the south of the country. We have been telling this story for the past three years, with our farmers at the front, and we will continue to do so in the coming year as well.
As part of the move, we are expected to collaborate Special with 'Noi Sheda' - a marketing and sales chain of fruits and vegetables produced by selected Israeli farmers - in which we will distribute planters for growing potatoes in a DIY home, with the aim of connecting our consumers, so that they will go through the process of returning to normal, of growth and rebirth, at the same time as farmers in the south.
When the farmers joined the creative team
The course of the campaign required us to conduct ourselves with great sensitivity.
Our farmers have gone through horrors and some of them are still badly hurt.
Before we set off, we checked with them whether the main message of the campaign was acceptable to them.
Are they okay with the move and do they think it's the right time to start telling the story of the revival.
Despite the sensitivity involved, the farmers responded positively, out of a sense of gratitude to Strauss.
One of the farmers even pointed out: "On test days you see who is with you and who is not, and you are completely with us."
The farmers were an integral part of the creative process of the campaign.
As part of the strategy of the brand 'Snack that starts in the field', they are always in the front of the marketing communication, even before the war.
Now, our duty is double and multiplied, we feel it is our obligation to give a platform and a place to their story, that's why we did everything to bring it in the most accurate and honest way, put them in the front and let them tell their own story, because they are the most accurate presenters.
It pained us to see the destroyed field, and when Amos spoke to the camera and told about the friends he lost, we all cried.
It wasn't another ordinary potato chip shoot day and the location took on a completely different meaning.
However, the exciting result speaks for itself and I have no doubt that the smile will return to the field.
Noa Ament is the manager of the Potato Chips brand
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