Smith’s and Special know all your snacking rituals in latest campaign
Off the back of Smith’s ‘Joy is a Simple Recipe’ brand platform launch, the chipmakers have launched a new product-focused campaign celebrating the life cycle of a much-loved packet of chips – from the joy of a full bag, to the salty last scraps – and then, the crumb licking.
According to Special, who steered the campaign, this work “taps into deeply relatable snacking rituals and insights uncovered through qualitative research — habits we all share but rarely talk about.”
Lauren Regolini, creative at Special said, “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.”
Fellow Special creative, Locki Choi adds: “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 launches this month in OOH, film, social, and creator content.
CREDITS
Client: Smith’s, PepsiCo
Chief Marketing Officer, ANZ Foods – Alessia Taddei
Marketing Manager – Katherine Twomey
Senior Brand Manager – Bridget McBride Brand Manager – Tania Ye Brand Manager – 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
Finish Artist: Jen Bailey Production
Production Co: 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
Producer: 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
Planning: Annkathrin Nohns, Wendy Amoako
Investment: Mikeah Irving, Tasnia Sheikh
Activations: Agne Staraite, Rebecca Lai, George Grigoriou
Shopper Agency: Platoon Shopper Strategist / Director: Lori Woodward
Shopper Planner / Director: Cam McGeachie
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