The Smith's Snackfood Company: How Thinly Cut stopped the chippy slap

Graham Alvarez, Matt Walters and Jill Cummins

This case study explains how The Smith's Snackfood Company repositioned its 'Thinly Cut' chip brand in Australia to save it from deletion, by communicating a 'healthy' message in a humourous way.

The Smith's Snackfood Company: How Thinly Cut stopped the chippy slap

Campaign details

Agency: Clemenger BBDO SydneyAdvertiser: The Smith's Snackfood CompanyAuthor: Graham Alvarez, Matt Walters and Jill CumminsTotal campaign expenditure: $2 - 5 million

Executive summary

For too long, Australians have been suffering. Suffering from the Chippy Slap.

Whenever you reached into a bowl of potato chips, there was always someone there to stop you.

Thankfully, Aussies needn't suffer any longer. Because of Smith's Thinly Cut.

This paper demonstrates how our Stop The Chippy Slapcampaign saved Thinly Cut – a...

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