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Daisy Foods’ first national promotion for Daisy Sour Cream Dips courts younger consumers with a twist on its popular jingle ('do a dollop of Daisy'). The work from agency Blue Chip puts Daisy’s French Onion and Creamy Ranch Dips at the centre of the party as men and women dip carrots, celery, potato chips, chicken wings, even pizza. “Everything tastes better when you’re dipping with Daisy,” intones the singer – so much so that it’s a major party foul to snatch it away, as one guy does (to three women’s horror) at the close of the action.

“Dips can accent any food and make it more fun,” said Darick Maasen, creative director at Blue Chip. “So, we’re showing it as the life of the party and fuel for good times.”

A closeup on the package shows natural ingredients without a list of shelf stabilisers common in the category. Daisy engineers dedicated decades to reintroducing the product, which was popular in the Seventies, to get everything just right. Similarly, the brand has moved measuredly in marketing Dips. The product relaunched over a year ago, and built distribution with on-shelf advertising before Blue Chip debuted a radio spot in August.

The 'Dips on Dips on Dips' spot will court consumers in high-profile media throughout the fall and winter. Ads are running on The Food Network, HGTV, TLC, and NCAA Football via the ACC, CW, SEC, Big Ten, and Big 12 Networks.

“Dips are ideal for just about any snacking occasion, and college football watch parties are an American institution,” said Erik Christensen. director of brand marketing at Daisy Foods. “By showing men reaching for Dips in the commercial and airing on national football telecasts, we’re broadening our brand and the category overall.”