Smith’s unveils ‘Joy is a Simple Recipe’ brand platform

10 May 2024

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Celebrating the ingredients in life that spark smiles.

Australian chip-icon Smith’s has launched new platform ‘Joy is a Simple Recipe’, a gleeful outing from one of Australia’s best loved brands which reminds people to find their simple joys, and celebrate the ingredients in life that create smiles.

The joy of Smith’s lies in its simplicity – its satisfying ‘chippy chippy chippy’ crunch, supreme flavours and delicious shareability - and Smith’s has been transforming everyday Australian moments into celebrations of simple joy for snack-lovers for decades.

The platform will be brought to life through a series of three-word ‘recipes’ for joy, demonstrating that joy doesn’t need to be complicated, but it is unique and personal.

The platform’s first outing, through digital, BVOD, social and OOH will hero “Dog. Car. Window”, an infectiously joyous and simple spot, created with Goodby Silverstein & Partners and directed by Nick Ball, set to immerse people in a relatable moment of uncomplicated joy hiding in plain sight.

“Dog, Car, Window” will be followed by the unleashing of an array of three-word celebrations including “Socks. Tiles. Slides”, “Hill. Sand. Board”, “Backyard. Barbie. Bants”, “Nap. Marker. Canvas” and “Road Trip. Tunes. Karaoke” bringing to life identifiable illustrations of everyday joy.

Knowing that joy is at its best when it feels personal, Smith’s will work with Special Group in Australia to tap into country-specific audience insights and create three-word recipes in OOH, digital and social channels, connecting Smith’s with its loyal consumers across Australia.

The market’s hyper-localised iterations will celebrate specific moments of Australian joy, incorporating the nation’s unique geographies, cultures, experiences and personal passion points.

PepsiCo chief marketing officer ANZ snacks & beverages Vandita Pandey said Smith's is not just a snack for Australians; it's a reminder that joy doesn’t require extravagance and is often just a simple recipe.

"Having been a part of many of those simple recipes and moments of joy for generations –Smith's is excited to continue inspiring people to find their simple joys for decades to come," said Pandey.

The launch marks the beginning of an ambitious brand overhaul, with Smith’s embracing its nostalgic legacy and the 90-year history and long-standing relationships with Australian farmers.

The platform launch will be followed by joyful consumer activations and moments for Australian Smith’s lovers to enjoy, with new flavors on the way this year. 




Chief Marketing Officer ANZ, Snacks & Beverages: Vandita Pandey

Brand Transformation Lead, Smith’s: Hind Simhairi

Senior Brand Manager, Smith’s: Bridget McBride

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