Smith’s leans into #FarmTok with creator-led TikTok series

Smith’s is expanding its storytelling strategy with Paddock to Packet, a new TikTok series that takes the iconic chip brand back to its roots - the farm.

Following a run of sport-focused campaigns under the No Smith’s, No Game platform, this new push targets Gen Z through creator-led content that blends Aussie farming pride, humour and a dash of nostalgia.

The six-part series, produced in partnership with VaynerMedia, blends Australian farming pride, humour and stars Luisa Dal Din as she swaps city life for rural life on a real Smith’s potato farm, guided by the brand’s mascot, the Gobbledok.

Leaning into the rising “FarmTok” subculture, where Gen Z has been unexpectedly hooked on wholesome content about agriculture and rural life, Paddock to Packet combines educational storytelling with creator-led humour and a healthy dose of Aussie chaos.

To bring the series to life even further, Gobbledok has taken over Smith’s social channels with their own reactions, commentary and signature mischief.

“We proudly partner with Aussie farmers and we wanted to showcase this to Gen Z by tapping into the love for #FarmTok,” Tania Ye, brand manager Smith’s at PepsiCo, said.

“Pairing together platform-native humour and our nostalgic snack icon, the Gobbledok, we want to turn farm-to-bag content into full-fledged entertainment.”

The series is tailored to TikTok’s creator culture, offering a behind-the-scenes look at how Smith’s chips are made - while reintroducing Gobbledok to a new generation.

“Joy is a simple recipe - we just added some Aussie farm pride, unhinged TikTok energy and nostalgic characters… and it works,” Denny Handlin, ECD at VaynerMedia APAC, said.

“It was fun to create some social-first entertainment for an iconic Aussie brand like Smith's.”

The new series follows last month’s launch of No Smith’s, No Game, a reality TV-inspired campaign positioning Smith’s as the essential companion to live sport.

The platform featured surprise visits from sporting legends - including NRL Hall of Famer Cameron Smith, AFL premiership player Isaac Smith and AFLW star Bella Smith - who only joined match-day parties if a bag of Smith’s was on hand. The series aimed to cement the brand’s role in footy culture and own the in-game snacking moment.