Australian chip brand Smith’s has launched a product-focused campaign following on from the ‘Joy is a Simple Recipe’ brand platform launch.
The campaign celebrates the simple joys found inside each pack and taps into snacking rituals and insights uncovered through qualitative research — habits that are shared but rarely talked about.
PepsiCo's marketing manager for Smith’s, Katherine Twomey, said there are so many different things that people love about Smith's chips — their favourite flavour, curly chips, bag crumbs, lucky big chips, the smell — so there’s no shortage of insight and love in Australia for the brand to tap into.
"We’re looking forward to where this and future work can remind Aussies why they love Smith’s," she said.
Special creative Lauren Regolini said if you’re Australian, the mere mention of the word ‘Smith’s’ will have you salivating like a Pavlovian pooch.
"So it was fun to have licence to celebrate the brand like the category leader it is — big, beautiful, simple, relatable and charming," she said.
The campaign launches this month in OOH, film, social & creator content.
Credits
Client: Smith’s, PepsiCo
Chief Marketing Officer, ANZ Foods - Alessia Taddei
Marketing Manager - Katherine Twomey
Senior Brand Manager - Bridget McBride
Brand Manager - Tania Ye
Brand Manager - Camille Norsa
Creative Agency: Special
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Dave Hartmann
Group Creative Director: Max McKeon
Lead Creatives: Lauren Regolini, Locki Choi
Integrated Producer: Steph Wilkinson
Team Lead: Michelle Braslin
Business Director: Alicia Aguilera
Business Manager: Alice Bishop
Strategy Director: Heather Morrison
Finish Artist: Jen Bailey
Production
Production Co: Pool Collective
Photographer: Danny Eastwood
DOP: Oliver Rose
Executive Producer: Courtney Wellsmore
Producer: Lauren Simpson
Stylist: Jerrie-Joy Redman-Lloyd
Sound & Music: Squeak E. Clean
Producer: Emma Duncan & Karla Henwood
Sound Engine: Cam Milne
Post Production: Special Made
Offline: Kelly Searancke
Colourist: Greg Contantaras
Online: Jess Morgan
Retouching: Cream Studios
Media Agency: PHD Media
Planning: Annkathrin Nohns, Wendy Amoako
Investment: Mikeah Irving, Tasnia Sheikh
Activations: Agne Staraite, Rebecca Lai, George Grigoriou
Shopper Agency: Platoon
Shopper Strategist / Director: Lori Woodward
Shopper Planner / Director: Cam McGeachie
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