‘Both is better’ says Optus as customers face chicken salt dilemma in fish and chip shop

Optus and 72andSunny have launched an ad which aims to promote the telecommunications company’s coverage and value by stating ‘both is better’.

The ad gives Australians other examples of when choices can be overwhelming and “both is better”, including at the fish and chip shop when picking between chicken salt and regular salt on chips.

Titled ‘Chip Shop’, the campaign is centred around a man who is confronted by a choice which has divided Australians for decades, choosing between regular or chicken salt.

The campaign is also rolling out across print and outdoor.

The ad aims to show consumers that they don’t always have to chose between two options when faced with difficult decisions.

Melissa Hopkins, head of marketing at Optus, said in a statement: “The campaign is in response to research which found some mobile users felt trapped paying more than they should for great coverage, or are underwhelmed by the network experience that typically comes with competitively priced plans.

“We are simply reminding customers they don’t need to choose: they can have a premium network with extensive coverage and excellent value plans with Optus.”


  • Director: Steve Rogers
  • Creative Agency: 72andSunny Sydney
  • Production Company: Revolver
  • Research Agency: Forward Scout
  • Media Agency: UM
  • Design Agency: Yes Agency

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