cummins&partners are launching Kettle Ridge Cut’s new flavours in Gen Z territory – a first for the brand in a sector filled with gourmet pretensions and capturing the wanderlust aspirations of Aussie youth.
The chips can transport your tastebuds overseas, but are they powerful enough to physically take you overseas, the team asked?
That question led to a six-part TikTok series following @tom (Thomas Sharpe) who uses the chips to trade and barter his ways across Aus to get a ticket to Japan. The first few episodes have already clocked over 5 million views, proving that the chip’s crunch is resonating loud and clear.
A goal of the campaign is to redefine what premium means for young people in a world full of cost-of-living pressures and disappearing third spaces.
“This campaign is a deliberate move to make Kettle relevant to a younger audience,” stated Lily O’Connell, senior account director at cummins&partners. “We’ve built a platform that speaks to Gen Z’s desire for realness, connection, and curated experiences. Ridge Cut isn’t just a chip, it’s a vibe amplifier.”
The work stretches Kettle’s tone into a new space, embracing young, brave sibling energy. Departing from the gourmet, wine-tasting-note style of competitors. To lean into cultural relevance, social proof, and connection.
The Australia-wide out-of-home support brings the bold visuals and flavour-first messaging to streets, malls, and transit hubs, designed to glam up the everyday, turning ordinary moments into snackable experiences worth noticing.
The final episode of Tom’s TikTok journey dropped September 22, did he make it to Japan?
@tom Can Kettle Ridge Cut chips actually transport me to Japan? #transportyourtastebuds #kettlechips #CrunchTime #ASMRsnacks #TikTokEats @kettlechips_au ♬ original sound – TOM
@tom Trading Chips With A Legendary Soba Master 🍜 Can this bag of Kettle Ridge Cut chips help me on my journey to Japan? Plot twist incoming… #transportyourtastebuds #kettlechips #snacks #KettleRidgeCut #instasnacks @kettlechips_au ♬ original sound – TOM
@tom Made it to Brisbane! Now the Sensei search begins 🥋 Can this bag of Kettle chips and some ancient wisdom be the breakthrough I need? Time to master a new art… #transportyourtastebuds #kettlechips #snacks #instasnacks @kettlechips_au ♬ original sound – TOM
Credits:
Client: Snackbrands Australia [Kettle Ridge Cut Chips]
Marketing Manager: Keara Deignan
Marketing Director: James Deysel
Creative Agency: cummins&partners
Executive Creative Director: Scott Walker
Director: Dave Kleiber
DOP: Tim Kindler
Talent Manager: Jason Parlett
Senior Account Director: Lily O’Connell
Head of Strategy: Tim Collier
Art Director: Alice Tran
Copywriter: Jordan Ellis
Executive Producer: Steven Tortosa
Media: WPPMedia
