With three new Rebel Moon-inspired flavours.
Smith’s has developed three limited edition flavours to celebrate its Netflix partnership - Double Crunch Planet Daggus Spicy Chicken Skewers, Veldt Farmhouse Cheese Bread, and Motherworld Feast Roast Beef Garlic and Herb, extending the Rebel Moon experience to the store shelf.
Australian snackers are being urged to ‘chip in’ to save Smith’s potato farms from the dastardly Motherworld in an experience-led campaign leveraging Smith’s new partnership with Netflix and Zack Snyder film Rebel Moon via Special.
The ‘Smith’s Spud Surveillance’ campaign is spearheaded by playable format ads that encourage users to join the Netflix Rebel Moon mission as Chip Protectors and become active participants in the film’s intergalactic universe.
Every gamified surveillance ad and livestream on TikTok, Twitch and Facebook directs users to the Spud Hub microsite, where they can report attacks by Motherworld ships on Smith’s potato farms, check the leaderboard, redeem their chip salary for real chips and win prizes.
Vandita Pandey, chief marketing officer ANZ, snacks & beverages at PepsiCo, says there’s no better streaming/snacking combo than Netflix and chips.
"With ‘what are you watching?’ the new ‘how are you?’, this campaign infuses the Smith’s brand with cultural relevance, by giving them an entry pass to join a Rebel Moon mission directly linked to our chips," said Pandey.
Rebel Moon Part One: A Child of Fire is now streaming and Part 2: Scargiver debuts on worldwide April 19 on Netflix.
Credits:
Client: Smith’s Chips
Chief marketing officer: Vandita Pandey
Senior Brand Manager: Bridget McBride
Shopper marketing manager: Kristen Muldoon
Innovation manager: Natasha Khan
R&D manager: Tracey Stanbury
R&D senior scientist: Piet Neve
Partner: Netflix
Head of Marketing Partnerships ANZ: Brant Harvey
Creative agency: Special
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Dave Hartmann
Creatives: Shaun McFarlane& Bella Plush
Creative Technologist: Laurent Marcus
Client services manager: Richard Sweetman
Team lead: Michelle Braslin
Business directors: Molly Dyer
Strategy director: Will Moore
Head of film & content production: Sevda Cemo
Senior producer: Alyce Guy
Senior digital producer: Stacey Szabo
Integrated producer: Will Sealey
Designer: Maggie Webster
Creative services manager: Kristie Dagg
PR managing director: Alex Bryant
Creative strategist: Kate Wilkinson
Media: Trio
Shopper Agency: Platoon
Technical Consultancy: Pilgrim Communications
Director/DOP: Jake Ward
3D and Post Production: Mello Motion
Audio Post: Rumble Studios
