Mondelez and Union take a different line in new Christie posh crisps campaign

Posh crisps usually choose to plug their wholesome roots but Mondelez has taken a refreshingly different line in this new TV campaign, ‘Eat it Up,’ for Christie Potato Thins from Union in Toronto.

It shows that you can make a funny film and promote the product in thirty seconds – a skill many UK agencies seem to have lost.

MDC-owned Union is an interesting agency. It used to be Crispin Porter’s Canada outpost but then changed to Union in 2012, ditching two thirds of the staff.

The film was directed by Zach Math for Sons and Daughters.