In summer 2024, Chips Ahoy! revived the viral ice cream sandwich trend with an AI-powered interactive experience that made cookie-and-ice-cream pairings easy, customizable, and rewarding. The result? A deliciously successful campaign that grew sales, buyers, and category momentum.

CHIPS AHOY SCANWICH

Capitalize on an unexpected +69% spike in Chips Ahoy! unit sales during summer 2023—driven by a viral homemade ice cream sandwich trend—to drive similar year-over-year growth in 2024, despite the fleeting nature of social media trends and declining cookie category sales.

The insight that younger consumers weren’t driven by nostalgia but by their love for creating bespoke treats inspired us to design a campaign that celebrated personalization and creativity.

Leverage AI technology to create the Chips Ahoy! Scanwich experience—a playful, interactive microsite where users could scan any ice cream container to unlock savings on Chips Ahoy! cookies and access inspiration for DIY ice cream sandwiches. The campaign extended across digital, out-of-home, and in-store touchpoints to ensure maximum engagement.

  • Sales Growth: Exceeded expectations with +48% dollar sales growth and +61% unit sales growth versus the prior 4-week period, fueling category growth of +2.4%.
  • Buyer Growth: Achieved +52% growth in brand buyers, surpassing the goal of +29%.
  • Purchase Frequency: Increased product trips by +52%, exceeding the target of +32%, and reversed negative trip growth for the category (+1%).
  • Engagement: Microsite traffic garnered 12K engagements, exceeding the benchmark by 20%.
  • Digital Media Success: Achieved a CTR of 0.11% (benchmark: 0.06–0.08%) and a return on ad spend (ROAS) of $7.32.

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