Smith's, a brand under the PepsiCo umbrella, has unveiled a new campaign centred around its 'Joy is a Simple Recipe' brand platform. The campaign aims to highlight the simple pleasures associated with Smith's chips, drawing on relatable snacking rituals and insights derived from qualitative research.

The campaign is set to be rolled out across multiple channels this month, including out-of-home (OOH), film, social media, and creator content. It has been crafted by the creative agency Special, involving a team of creatives, producers, and strategists from Special and other production and media agencies.

According to Katherine Twomey, Marketing Manager at Smith’s, PepsiCo, "We know there are so many different things that people love about our chips — their favourite flavour, curly chips, bag crumbs, lucky big chips, the smell — so there’s no shortage of insight and love in Australia for us to tap into. We’re looking forward to where this and future work can remind Aussies why they love Smith’s," Twomey said.

Lauren Regolini, a creative at Special, expressed enthusiasm for the campaign's approach to celebrating Smith's as a leading brand. "If you’re Australian, the mere mention of the word ‘Smith’s’ will have you salivating like a Pavlovian pooch. So it was fun to have licence to celebrate the brand like the category leader it is — big, beautiful, simple, relatable and charming," Regolini stated.

The campaign's visual storytelling is designed to capture the essence of Smith's chips, as described by Locki Choi, another creative at Special. "A half-eaten bag of Smith’s is a rare sight. They’re just packed with so many little tasty moments that before you know it, you’re waking up from a snack frenzy to find yourself licking the empty foil (speaking from experience). It was just a matter of beautifully photographing each delicious step of the way towards the bittersweet end," Choi said.