Smith’s and Netflix unveil ‘Smith's Spud Surveillance’ via Special

20 February 2024

Creative Agency: Special

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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.



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

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