Australian chip icon Smith has launched a new ground-breaking platform, Joy is a Simple Recipe, through Goodbye Silverstein & Partners. This is a fun outing from one of Australia’s best-loved brands, reminding people to find simple joy and celebrate the ingredients of life. Produce smiles.
The joy of Smith’s lies in its simplicity, satisfying “chippy chippy” crunch, great flavor, and delicious sharing. For decades, Smith has been transforming everyday Australian moments into simple celebrations of joy for snack lovers.
The platform is brought to life through a series of three-word “recipes” for joy, showing that joy doesn’t have to be complicated, it can be unique and personal. The platform’s first effort will be the protagonist “Dog” through digital, BVOD, social and OOH. car. “Window,” co-produced with Goodby Silverstein & Partners and directed by award-winning Nick Ball, is an infectiously fun and simple spot that celebrates the simple joys hiding in plain sight. It is set to immerse people in deeply relatable moments.
“Dog, car, window” is followed by a huge number of three-word celebrations, including “socks”. tile. “Slide”, “Hill. sand. Board”, “Backyard. Barbie. Buntz”, “Nap. marker. Canvas” and “Road Trip.” song. “Karaoke” uses illustrations to depict fun situations in everyday life.
Knowing that joy is at its best when it feels personal, Smith has partnered with Australian Special Group to leverage country-specific audience insights and deliver OOH, digital and social Create 3-word recipes on the channel, connecting Smiths with its most loyal consumers around the world. Australia. The highly localized iterations of the market celebrate specific moments of Australian joy, incorporating Australia’s unique geography, culture, experiences and points of personal passion.
Vandita Pandey, Chief Marketing Officer, ANZ Snacks & Beverages, PepsiCo. It’s a reminder that pleasure doesn’t require luxury and often just a simple recipe. Having been involved in many of these simple recipes and moments of joy for generations, Smith is excited to continue to inspire people to find simple joy for decades to come. ”
The launch marks the beginning of an ambitious brand overhaul, with Smith happily embracing its nostalgic heritage, 90 years of significant history and long-standing relationships with Australian farmers. The platform launch will be followed by fun consumer activations and moments for Australian Smith lovers to enjoy, with new flavors set to arrive this year.
pepsico
Chief Marketing Officer, Snacks and Beverages, ANZ: Vandita Pandey
Smith’s Brand Transformation Leader: Hind Simhairi
Smith’s Senior Brand Manager: Bridget McBride
Cost consulting company: Advertisement Production Resources (APR)
Agency: Goodbye Silverstein & Partners
Production company: MJZ
Director: Nick Ball
Ending animation company: BUCK
Editing company: Union Editorial
Audio and Sound Design Company: Lime Studios
Music supervision: Movie & TV songs
Licensed Music – Dog. Car. window.
Song: Run like the wind
VFX Company: Untold Studios
Color grading company: Company 3, London
