In 1996 Stacy Madison and Mark Andrus opened a food cart in Boston's Financial District, serving healthy pita bread sandwiches. To appease hungry customers, they baked the leftover pita bread to create chips and served up their incredibly delicious, seasoned pita chips while they waited in line. It was an immediate hit and since then Stacy’s has become the top selling pita chip in the United States.

As the business has grown, the reason for success has remained the same: at Stacy's Pita Chip Company, they do things “The Stacy’s Way” which means using high quality ingredients and hiring passionate and skilled bakers who devote up to 14 hours to bake each batch of their pita chips.

Now it’s your turn to come up with some awesome ideas that tell the story of the Stacy’s brand and its uncompromising dedication to making the best possible pita chip. Definitely check out the Objectives section to learn more about The Stacy’s Way and why they refuse to mess with it.

The goal of this project is to create Ideas for a compelling 30-second commercial that highlights The Stacy’s Way (more detail below) and the importance of passion and process that goes into Stacy’s Pita Chips.

The Stacy’s Way consists of the following principles:

WE HIRE SNOBS.

Food snobs, that is. Our bakers are passionate about all things epicurean. Please interpret that line more to say that we’re picky and passionate about what we do. 

WE'RE INCREDIBLY SLOW.

We think time is an essential ingredient, which is why we devote up to 14 hours to bake each batch of our pita chips.  That's just how long it takes to reach perfection.

WE'RE STUBBORN.

We know that only high quality, carefully selected ingredients make the best pita chips. And we plan to keep it that way, even if it costs us a little more.

WE DO THINGS OUR WAY.

Because that's what it takes to make the best snacks on the planet. It's the harder way, but it's the better way.

• Stacy’s pita chips are made from real pita bread.
• Stacy’s pita chips are twice-baked (real bread is baked, sliced into chips, then baked again)
• It takes up to 14 hours to make each batch of pita chips.

In terms of brand persona and personality Stacy’s is:

• Deliciously different
• Thoughtfully prepared
• A balanced indulgence
• Made with high quality and carefully selected ingredients
• Baked, with a heritage in bread
• Simple, elevated ingredients
• Honest, authentic, confident, clever
• Engaging and inspiring
• Respectful of our heritage and our fans
• Always innovating and exploring

--Key Marketing Messages:  “That’s the Stacy’s Way and we’re not messing with it.”

--Target Audience:

• Demographic: 35-54 Affluent Women (Bulls-eye: 45)
• Mindset: Values personal style
• Life-stage: Established
• Focus: Improving her life and seeking new experiences

--Executional Mandatories:

• Focus should be on Stacy’s the brand (not Stacy the founder – she is no longer employed by the brand)
• If showing usage, show one person alone or with one other female friend; this should not be a large party situation. Consumption of the product should only be done by women in the target demo.
• No occurrences of overindulgence.
• No comparisons to other brands. Do not show competitors’ products.
• Showing a dip is not required, but if you do decide to show a dip it must be hummus and it must be Sabra brand hummus. Please do not show the Sabra logo or container – the product featured can be in a bowl or other container. 

--Tone: The Tone of the video should match the tone of the Stacy’s brand:

We are:                                          We are NOT:

Straightforward                      Expected

Confident                              Overbearing

Authentic                              Contrived

Witty                                    Laugh out Loud

Relatable                              Everyday

Approachable                        Exclusionary

This Project will be worth a total of $2,000 and consists of one Phase: an Idea Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: IDEA  – Tell us your Idea for Stacy’s Pita Chips in 140 characters or less. Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video.  As always, Ideas should be clever and engaging. The winning Idea creators will receive $500 each.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

3.BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

6. Submissions must be in the English language.

7. Limit 5 submissions per member, per Phase.

8. You must be at least thirteen (13) years or older to enter. 

9. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.