Reconnecting with Roots: Smith's Chips Goes Back to the Farm

Smith’s Chips is diving deep into its heritage with a brand-new series called "Paddock to Packet." This creator-led initiative aims to bring the iconic snack brand back to its agricultural origins.

In an exciting collaboration with VaynerMedia, this six-part series is designed to capture the spirit of Australian farming, mixing humor with unexpected potato insights. The goal? To enchant the taste buds — and hearts — of a new generation: Gen Z.

Luisa Dal Din’s Transformation: From City Dweller to Potato Expert

Just launched this July, the series features popular influencer Luisa Dal Din, who trades in her city lifestyle for life on a Smith's potato farm. What begins as a typical content creation gig evolves into a delightful expedition that reveals how their beloved chips are made. Guided by the quirky alien character, Gobbledok, she discovers the magic behind Aussie-grown potatoes and perhaps even her own path.

Meet the Gobbledok: Bringing Fun to Farming

"We proudly partner with Aussie farmers and aimed to showcase this to Gen Z by tapping into the love for #FarmTok," notes Tania Ye, brand manager for Smith’s at PepsiCo. The idea is to blend playful, platform-native humor with nostalgia, all while transforming farm-to-bag content into engaging entertainment.

Embracing the #FarmTok Craze: A Wholesome Approach to Agriculture

Paddock to Packet leans into the rising trend of #FarmTok, where Gen Z engages with wholesome agricultural content. The series brilliantly combines educational narratives with humorous creator-led storytelling, nostalgic elements, and a healthy dose of Australian charm. It invites younger viewers behind the scenes, making the journey from "paddock to packet" something they’ll love to watch.

Smith’s Chips: Staying Relevant in a Fast-Paced World

This campaign addresses an ongoing challenge: How does a longstanding brand like Smith's remain relevant to an audience that lives on social media? Despite being one of Australia’s favorite snack brands, Smith's recognizes the need to resonate with Gen Z and adapt their content consumption habits.

Behind the Scenes: Creative Energy at VaynerMedia

Denny Handlin, executive creative director at VaynerMedia APAC, expressed excitement about working on this unique project. "Creating social-first entertainment for such an iconic brand was a blast. We took joy — a simple recipe — and blended in Aussie farm pride, TikTok energy, and nostalgic characters... and it really works.”