Smith's, the iconic Australian chip brand, has unveiled a new brand platform, 'Joy is a Simple Recipe', as it commences an ambitious brand overhaul that embraces its nostalgic legacy and 90-year history.

The campaign encourages consumers to find and celebrate the simple joys in life, featuring a series of three-word 'recipes' for joy, demonstrating that happiness doesn't need to be complicated.

The platform was developed by US creative agency Goodby Silverstein & Partners for Lays, and its equivalent brands in other markets. It will be rolled out locally with the help of Special Group, which will create country-specific audience insights and three-word recipes. The platform will also hit France, Spain, Portugal, Belgium, and the Netherlands this year and will be expanded to additional markets around the globe in 2025.

Chief Marketing Officer ANZ Snacks & Beverages, at PepsiCo, Vandita Pandey, said: "Smith's is not just a snack for Aussies; 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."

The platform's first outing will be through Digital, BVOD, Social and OOH channels, featuring a spot titled 'Dog. Car. Window'. The platform launch will be followed by consumer activations and the introduction of new flavours later this year.