Helping to fuel family bonds, Richmond’s new ‘Sausages & Chip’ campaign taps into the insight that a child’s favourite toy is a vital part of family life. 

With the caption ‘Keep the whole family together with Richmond and a toy tracking chip,’ Saatchi & Saatchi London and Richmond have developed an innovative toy-tracking microchip that can be attached to toys. If the toy gets lost, it can be tracked down using an app that can be downloaded to a parent’s phone. 

As well as the chip (which can be won on-pack) and app, the campaign encompasses a 60” film, a 30” cut down, and a series of online content films and will be screened across live TV, cinema, broadcaster VOD. Video content from the campaign will be further shared across Twitter, Pinterest and Facebook as part of a multi-layered social campaign retargeting consumers.