Snackbrands Australia and Cummins and Partners deliver campaign for Kettle Ridge Cut chips

Cummins and Partners has helped Snackbrands Australia deliver a campaign for its new Kettle Ridge Cut chips, one that leverages the power of Tiktok.

The announcement:

To launch the new Kettle Ridge Cut flavours, Cummins&Partners takes the brand into Gen Z territory for the first time.

The chips can transport your tastebuds overseas, but are they powerful enough to physically take you overseas? The team asked.

Supported by OOH and Digital, the campaign is led by a six-part TikTok series following @tom (Thomas Sharpe) who uses the chips to trade and barter his ways across Aus to get a ticket to Japan. The first few episodes have already clocked over 5 million views, proving that the chip’s crunch is resonating loud and clear.

A goal of the campaign is to redefine what premium means for young people in a world full of cost of living pressures and disappearing third spaces.

“This campaign is a deliberate move to make Kettle relevant to a younger audience,” said Lily O’Connell, senior account director at Cummins&Partners. “We’ve built a platform that speaks to Gen Z’s desire for realness, connection, and curated experiences. Ridge Cut isn’t just a chip, it’s a vibe amplifier.”

The work stretches Kettle’s tone into a new space, embracing young, brave sibling energy. Departing from the gourmet, wine-tasting-note style of competitors. To lean into cultural relevance, social proof, and connection.

The national out-of-home campaign brings the bold visuals and flavour-first messaging to streets, malls, and transit hubs. Designed to glam up the everyday, turning ordinary moments into snackable experiences worth noticing.

The final episode of Tom’s TikTok journey dropped 22nd September, did he make it to Japan? You’ll have to check it out.

Credits:

Snackbrands Australia:

Marketing Manager: Keara Deignan

Marketing Director: James Deysel

cummins&partners:

Executive Creative Director: Scott Walker

Director: Dave Kleiber

DOP: Tim Kindler

Talent Manager: Jason Parlett

Senior Account Director: Lily O’Connell

Head of Strategy: Tim Collier

Art Director: Alice Tran

Copywriter: Jordan Ellis

Executive Producer: Steven Tortosa

Media: WPPMedia

Source: Cummins and Partners