Effies
Australia
How thinly cut stopped the chippy slap
Agency
Clemenger BBDO Sydney
Client
The Smith's Snackfood Company
Awards
Bronze
Confectionery & Snacks
Case Study
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 Slap campaign saved Thinly Cut – a brand worth $XX a year to The Smith’s Snackfood Company – from being deleted.
Furthermore, it drove a 42% increase in sales and grew penetration by 46% – all at a time when Aussies were eating fewer chips.
Case study
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Credits
| Authors | Graham Alvarez, Matt Walters, Jill Cummins | ||||||||
| Executive Creative Director | Paul Nagy | ||||||||
| Senior Art Director | Nick Bonney | ||||||||
| Copywriter | Denny Handlin | ||||||||
| Head of Craft | Tim McPherson | ||||||||
| Group Account Director | Maddie Marsh & Tony Prescott | ||||||||
| Senior Account Manager | Smaran Jworchan | ||||||||
| Account Coordinator | Nick Alcock | ||||||||
| TV Producers | Jo Howlett & Bek Lawson | ||||||||
| Head of Planning | Matt Walters | ||||||||
| Head of Marketing | Jenni Dill | The Smith’s Snackfood Company | |||||||
| Marketing Director | Robyn Quinn | The Smith’s Snackfood Company | |||||||
| Brand Manager | Jamie Bruce | The Smith’s Snackfood Company |