Last year, Aussie chip brand Smith’s gave the country the joy of dogs living their best life and the brand platform, Joy is a Simple Recipe. Now Special is extending the brand platform by going deep into Smith’s products to find the simple joys inside each pack.
The work draws on every irresistible aspect — from that first waft of chippy goodness when you open the bag, to the almost-desperate pinching, scraping and licking that happens when collecting those final precious morsels. This campaign taps into deeply relatable snacking rituals and insights uncovered through qualitative research – habits Australians share but rarely talk about. All done with the simplicity, single-mindedness and restraint that only a brand as famous as Smith’s can.
Katherine Twomey, marketing manager, Smith’s, PepsiCo, stated, “We know there are so many different things that people love about our 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 us to tap into. We’re looking forward to where this and future work can remind Aussies why they love Smith’s.”
Lauren Regolini, creative, Special, commented, “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.”
Locki Choi, creative, Special, added, “A half-eaten bag of Smith’s is a rare sight. They’re just packed with so many little tasty moments that before you know it, you’re waking up from a snack frenzy to find yourself licking the empty foil (speaking from experience). It was just a matter of beautifully photographing each delicious step of the way towards the bittersweet end.”
The campaign covers in OOH, film, social & creator content.
Credits:
Client: PepsiCo [Smith’s]
Chief Marketing Officer, ANZ Foods: Alessia Taddei
Marketing Manager: Katherine Twomey
Senior Brand Manager: Bridget McBride
Brand Managers: Tania Ye & 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
Finished Artist: Jen Bailey
Production Company: 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
Producers: 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
Shopper Agency: Platoon
