Gen Z loves is about to get to know the adorable Gobbledok, Smith’s chip-loving alien whio won the hearts of the parents and grandparents, with his cry, “Chippies”. And VaynerMedia has packed everything Gen Z loves into the content series in which he stars. Firstly, the six-part creator-led content series takes Australia’s favourite chips back to where it all started, the farm, with Australian farming pride, humour, and a surprising amount of potato wisdom. Secondly, the story follows well-known internet personality, Luisa Dal Din. She swaps city life for soil, thanks to an influencer gig her agent booked on a real Smith’s potato farm. What starts as content creation quickly spirals into a feel-good journey to uncover how Smith’s signature chips are grown. As she uncovers the magic of Aussie-grown potatoes and – maybe even her destiny – she’s led along the journey by Gobbledok. Thirdly, it taps into the rising #FarmTok subculture, where Gen Z has been unexpectedly hooked on wholesome content about agriculture and rural life.
“We proudly partner with Aussie farmers, and we wanted to showcase this to Gen Z by tapping into the love for #FarmTok,” stated Tania Ye, brand manager – Smith’s at PepsiCo. “Pairing
together platform-native humour and our nostalgic snack icon, the Gobbledok, we want to turn farm-to-bag content into full-fledged entertainment.”
The series, Paddock to Packet, combines educational storytelling with creator-led humour, a dash of nostalgia, and a healthy dose of Aussie chaos. It takes younger audiences behind the scenes — from paddock to packet in a way they’ll actually want to watch. To bring the series to life even further, Gobbledok has taken over Smith’s social channels with their own reactions, commentary and signature mischief.
The campaign tackles a longstanding challenge – how can a legacy brand stay relevant to a generation that has grown up on creator content, trends and scrolls? Smith’s has long been one
of Australia’s most beloved snack brands, but needed to show up where Gen Z is and in how they consume content to spark fresh love.
“It was fun to create some social-first entertainment for an iconic Aussie brand like Smith’s,” stated Denny Handlin, executive creative director, Australia at VaynerMedia APAC.
“Yes, joy is a simple recipe, we just added some Aussie farm pride, unhinged TikTok energy, and nostalgic characters… and it works.”
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