Smith’s puts $4.5m behind Extra Crunchy ads

Clemenger BBDO Sydney has launched a $4.5m campaign to launch Smith’s Extra Crunchy chips.

The campaign stars The Secret Life of US, Spicks and Specks and Talkin’ ’bout Your Generation actor Stephen Curry.

The ad was directed by Dave Klaiber from Plaza Films.

Jenni Dill, Smith’s marketing director, said: “Our $4.5 million launch investment will promote rapid awareness and trial and drive category growth. When it comes to the crunch, we know our consumers will love new Smith’s Extra Crunchy potato chips.”


Marketing Director: Jenni Dill
Marketing Director – Core Brands: Robyn Quinn
Senior Brand Manager: Jamie Bruce

Clemenger BBDO
ECD: Paul Nagy, Mike Spirkovski
Head of Art: Michael Dole

Head of Craft: Tim McPherson
Copywriter / Art Director: Michael Dawson, Josh Braithwaite, Seb Vizor

Group Account Director: Madeleine Marsh
Senior Account Director: Anna Walters
Senior Account Manager: Smaran Jworchan
Account Executive: Jill Cummins

Head of Planning: Matt Walters
Strategic Planner: Graham Alvarez

TV Producer: Jo Howlett, Rebekah Lawson

Production Company: Plaza Films
Director: Dave Klaiber
Producer: Susannah Dilallo

Media Agency: PHD


  1. Grant
    8 May 12
    4:39 pm

  2. Its unfathomable that anyone can make a decent ROI on chips from a $4.5 Mil advertising campaign.

  3. blc1981
    8 May 12
    4:46 pm

  4. I’ve tried these and they’re very sadly and most definitely not extra crunchy :(

  5. Richie B.
    8 May 12
    5:29 pm

  6. Looked like mid-wicket to me.

  7. Social House Media
    9 May 12
    12:09 am

  8. hmm.. I can hardly see how they can spend $4.5m on Ads for a new range of chips…

    And seriously how much more crunchier can they get?

  9. I wonder
    9 May 12
    11:40 am

  10. I can’t wait for the packaging re-design program in 18 months. Should be a cracker.

    FMCG. Where good marketers go to die.

  11. Archie
    9 May 12
    1:17 pm

  12. i am a chip fiend and they are bloody great chips – i will buy them again
    (but trialled becuz of the in-store 2:1 deal rather than after viewing the spot)