Smith’s rolls out ‘No Smith’s, No Game’ campaign featuring sporting legends, via Special
Smith’s has released a campaign starring Aussie sports stars – Cameron Smith, Isaac Smith and Bella Smith – to highlight its place on game day.
The announcement:
Aussie chip-icon Smith’s has long been a sideline mainstay, with Aussies recognising that watching sport with friends is good, but watching sport with friends and Smith’s is even better.
And what better friends to watch along with than a line-up of Australia’s other best loved Smith’s – those of the sporting variety. Taking to the streets, NRL Hall of Famer Cameron Smith, four-time premiership player Isaac Smith and breakout AFLW icon Bella Smith captured the genuine and authentic reactions of real sports fans. This premise underpins Smith’s latest platform ‘No Smith’s, No Game’ and aims to further the brand’s ambition to become to sports what popcorn is to movie watching.
The spots themselves see the ultimate Smith line up surprise unsuspecting footy fans on their doorsteps inviting themselves in to watch the match – but only if those fans can present a coveted bag of Australia’s favourite chip. Launching this footy season, this campaign will mark a meaningful cultural moment for Smith’s in the sporting space with significant investment unlocking a series of digital spots, BVOD/FVOD/SVOD, OOH and social channels with supporting in-store, on-premise and in-stadium activations.
“There’s nothing more Aussie than gathering with mates to watch the game — and Smith’s has always been part of that. With ‘No Smith’s, No Game,’ we’re tapping into that universal truth and celebrating the role our chips play in making sport-watching feel complete,” said Katherine Twomey (senior marketing manager, Smith’s Chips).
Cam Smith said: “Bella, Isaac and I had a ball swapping the pitch for chips, dropping in on Australia’s biggest sports – and snack – fans. Smith’s has a long held rich relationship with Australian fan communities and supporters, and helping our namesake find ways to surprise fans and make their match watching experience even better has been a blast.”
Regardless of what kind of fan you are or team you’re on, Smith’s potato chips are the snack that all fans agree on.
Smith’s told Mumbrella: “Smith’s is an iconic go to snack for laid back social occasions and sport watching is one of Australia’s biggest collective rituals. This move strengthens our position as the essential companion to these moments.
“Smith’s has for a long time been Australia’s favourite chip, and whilst we may often be the #1 choice for sport watching, we want to double down on reminding people how good game watching is with Smith’s.
“We discreetly recruited superfans of our talent from around Australia for a shoot. What they thought we were shooting was a reality TV show. So the fan had no idea it would be their favourite talent knocking on their doors asking if they had Smith’s. The day was incredible, seeing the real fan responses and the emotional highs that came with that for the fans, our lead talent and everyone watching was a really special moment.”
Credits
Pepsico: Smith’s Chips
Chief Marketing Officer: Alessia Taddei
Senior Marketing Manager: Katherine Twomey
Senior Brand Manager: Bridget McBride
Brand Manager: Tania Ye
Shopper Marketing Manager: Keegan Ondevilla
Digital Marketing Lead: Ben Nagappa
Senior Media Lead: Gillian McHattie
Special
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Dave Hartmann
Group Creative Director: Max McKeon, James Sexton & Harry Neville-Towle
Creatives: Mark Starmach and Alastair Flack
Team Lead: Michelle Braslin
Business Directors: Maddie Armstrong
Business Manager: Stephanie Cheung
Strategy Director: Heather Morrison
Head of Film & Content Production: Sevda Cemo and Margot Fitzpatrick
Integrated Producer: Will Sealey
Designer: Maggie Webster
Creative Services Manager: Lucy Walker
PR – Managing Director: Alex Bryant
PR – Creative Strategy Director: Kate Wilkinson
Media: Trio
Shopper Marketing Agency: Platoon
Production Company: Austin Studio
Executive Producer: Celia Nicholas
Producer: Alex Bray
Director: Morgan Jones
Casting: i4 Casting
Editor: Graeme Pereira
Post Production: Arc Edit
Music Composition and Sound: Mosaic Music + Sound
Source: Extollo
Keep up to date with the latest in media and marketing
Have your say