Smith's Chips.
Smiths is launching a creator-led content series Paddock to Packet in a new campaign via VaynerMedia.
The campaign series follows internet personality Luisa Dal Din as she swaps city life for soil, thanks to an influencer gig her agent booked on a real Smith’s potato farm.
“We proudly partner with Aussie farmers, and we wanted to showcase this to Gen Z by tapping into the love for #FarmTok,” said PepsiCo brand manager – Smith’s Tania Ye.
“Pairing together platform-native humour and our nostalgic snack icon, the Gobbledok, we want to turn farm-to-bag content into full-fledged entertainment.”
The campaign leans into the #FarmTok subculture, where Gen Z has been hooked on content about agriculture and rural life.
Gobbledok has also taken over Smith’s social channels with their own reactions and commentary.
“It was fun to create some social-first entertainment for an iconic Aussie brand like Smith's,” said VaynerMedia APAC executive creative director, Australia, Denny Handlin.
“Yes, joy is a simple recipe, we just added some Aussie farm pride, unhinged TikTok energy, and nostalgic characters… and it works.”
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