In March last year, Walkers (Lay’s in the US) launched a brand stunt as official snack partner of the UEFA Champions League (UCL) 2024. Football legend, Thierry Henry scoured the crowd in San Siro for people with a packet of Lay’s chips after he ate the entire packet he and David Beckham were sharing. The lucky couple got to take their Lay’s and watch the game with the two football celebrities. The stunt was part of the No Walkers, No Game campaign, that had begun as No Lay’s, No Game.
Well, it’s winter in Australia now. And as Australia bunkers down for winter and watching sport replaces the beach as the national pastime, Walkers and Lay’s Pepsico sibling, Smith’s, steps in to remind Australia, No Smith’s, No Game. Smith’s has long been a sideline mainstay, with Aussies recognising that watching sport with friends is good, but watching sport with friends and Smith’s is even better.
NRL Hall of Famer, Cameron Smith, four-time premiership player Isaac Smith and breakout AFLW icon, Bella Smith set out to uphold Smith’s ambition to become to sports what popcorn is to movie watching. This ultimate Smith’s line-up surprise unsuspecting footy fans on their doorsteps inviting themselves in to watch the match – but only if those fans can present a bag of Australia’s favourite chip.
Launching this footy season, this campaign will mark a meaningful cultural moment for Smith’s in sport with significant investment unlocking a series of digital spots, BVOD/FVOD/SVOD, OOH and social channels with supporting in-store, on-premise and in-stadium activations.
“There’s nothing more Aussie than gathering with mates to watch the game, and Smith’s has always been part of that. With No Smith’s, No Game, we’re tapping into that universal truth and celebrating the role our chips play in making sport-watching feel complete,” stated Katherine Twomey, senior marketing manager, Smith’s Chips.
Cam Smith added, “Bella, Isaac and I had a ball swapping the pitch for chips, dropping in on Australia’s biggest sports – and snack – fans. Smith’s has a long held rich relationship with Australian fan communities and supporters, and helping our namesake find ways to surprise fans and make their match watching experience even better has been a blast.”
Credits
Client: Pepsico [Smith’s Chips]
Chief Marketing Officer: Alessia Taddei
Senior Marketing Manager: Katherine Twomey
Senior Brand Manager: Bridget McBride
Brand Manager: Tania Ye
Shopper Marketing Manager: Keegan Ondevilla
Digital Marketing Lead: Ben Nagappa
Senior Media Lead: Gillian McHattie
Creative Agency: Special
Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Partner & CSO: Dave Hartmann
Group Creative Directors: Max McKeon, James Sexton & Harry Neville-Towle
Creatives: Mark Starmach and Alastair Flack
Team Lead: Michelle Braslin
Business Director: Maddie Armstrong
Business Manager: Stephanie Cheung
Strategy Director: Heather Morrison
Head of Film & Content Production: Sevda Cemo & Margot Fitzpatrick
Integrated Producer: Will Sealey
Designer: Maggie Webster
Creative Services Manager: Lucy Walker
PR – Managing Director: Alex Bryant
PR – Creative Strategy Director: Kate Wilkinson
Media: Trio
Shopper Marketing Agency: Platoon
Production Company: Austin Studio
Executive Producer: Celia Nicholas
Producer: Alex Bray Director: Morgan Jones
Casting: i4 Casting
Editor: Graeme Pereira
Post Production: ARC Edit
Music Composition & Sound: Mosaic Music + Sound
Wher the fun began:
