No Smith’s, no game: chip brand recruits star athletes for fan-first campaign

Smith’s Chips is staking its claim as the essential companion to live sport with the launch of its new brand platform ‘No Smith’s, No Game’ - a playful take on the iconic snack’s role in Australian footy culture.

The campaign sees some of the country’s most recognisable athletes, including NRL Hall of Famer Cameron Smith, four-time AFL premiership player Isaac Smith and AFLW star Bella Smith - surprise unsuspecting fans at home. The twist? The sporting legends only join the viewing party if there’s a bag of Smith’s on hand.

Filmed as a series of surprise doorstep visits, the spots aim to cement Smith’s as essential to the match-day ritual, elevating the brand’s cultural role in sport. It builds on Smith’s legacy as a fan favourite and extends its ambition to own the in-game snacking space.

“There’s nothing more Aussie than gathering with mates to watch the game - and Smith’s has always been part of that. With ‘No Smith’s, No Game,’ we’re tapping into that universal truth and celebrating the role our chips play in making sport-watching feel complete,” said Katherine Twomey, senior marketing manager at Smith’s Chips.

Created by Special and produced by Austin Studio, the campaign will run across digital, social, on-demand and subscription TV, outdoor and be supported by in-store, on-premise and stadium activations throughout the footy season.

Media was handled by Trio, with shopper marketing delivered by Platoon.