One day in college, my girlfriend and I were absolutely wasted, eating our favorite snack, when we had an idea.

@shays_edit

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SoundTikTok sound · grim

Promoted product

shays_edit chip company

Why it worked

The video uses a relatable 'corporate burnout' narrative to build emotional investment in the founders, making the product launch feel like a personal victory for the audience.

Summary

A couple recounts their journey from working stressful finance jobs to starting their own folded potato chip company. They document the process of experimenting with recipes and scaling production from their apartment to a commercial kitchen.

Structure

1The origin story of a drunk idea in college
2The struggle of working draining finance jobs
3The decision to pursue the chip business
4The experimentation and development process
5The transition to commercial production

Original caption

Someone asked us “how’d you even think of starting a chip company in the first place?” This is our journey to the folded chip . . . #founder #storytime #couplegoals #SmallBusiness

6

A call to follow their journey

Product placement

H-E-B (a grocery store chain) appears as the location where the creators buy potatoes; removing it would not change the video's narrative. The product being promoted is the creators' own chip company, which is the subject of the entire video; it is operated and demonstrated throughout the process of development and production.

On-screen text

COLLEGE WASTED SNACK WHAT IF YOU COULD BUY A WHOLE BAG WHERE EVERY SINGLE CHIP WAS FOLDED BUT WE WERE DRUNK FINANCE JOBS OUR IMMIGRANT PARENTS EIGHT YEARS LATER STILL WORKING FINANCE JOBS COMPLETELY DRAINED BAG OF CHIPS FUCK IT, LET'S DO THIS H-E-B UNREASONABLE NUMBER OF POTATOES 100 BATCHES LATER FINALLY MADE A CHIP ONE GREAT BATCH IN AN APARTMENT THOUSANDS OF FOLDED CHIPS COMMERCIAL KITCHEN

Transcript

One day in college, my girlfriend and I were absolutely wasted, eating our favorite snack, when we had an idea. What if you could buy a whole bag where every single chip was folded? But we were drunk. So the next morning, we went right back to recruiting for our finance jobs, because our immigrant parents didn't send us to college just to fold potato chips, right? Eight years later, we were still working finance jobs, and every night we came home completely drained. After a stressful day, Shay and I collapsed on the couch and opened a bag of chips. I looked at her and said, fuck it, let's do this. The next day, we went to the store and bought a completely unreasonable number of potatoes. We just started experimenting. Months in, and almost 100 batches later, we finally made a chip we were genuinely excited about. Making one great batch in an apartment is not the same as making thousands of folded chips in a commercial kitchen. So if you're a folded chip lover, follow us to see if two finance people can actually turn a drunk college idea into a real chip company.