Smith’s, one of Australia’s most iconic snack brands, is making a nostalgic return to its agricultural roots with a modern twist. The company has launched “Smith’s Presents Paddock to Packet,” a creator-led content series that takes viewers on a journey from the farm to the chip packet. This initiative, produced in collaboration with VaynerMedia, aims to capture the hearts and taste buds of Gen Z by blending Australian farming pride with humor and potato wisdom.
The series, which debuted in July, features popular internet personality Luisa Dal Din. In a move that combines influencer marketing with agricultural storytelling, Dal Din trades her urban lifestyle for the rural setting of a real Smith’s potato farm. What begins as a content creation endeavor quickly evolves into a feel-good exploration of how Smith’s signature chips are cultivated. Guiding her on this journey is Gobbledok, the beloved alien character from Smith’s advertising lore.
Connecting with a New Generation
The campaign taps into the growing #FarmTok subculture, where Gen Z audiences are increasingly drawn to content about agriculture and rural life. According to Tania Ye, brand manager at Smith’s under PepsiCo, the series aims to engage this demographic by leveraging platform-native humor and the nostalgic appeal of Gobbledok.
“We proudly partner with Aussie farmers, and we wanted to showcase this to Gen Z by tapping into the love for #FarmTok,” said Tania Ye.
By turning farm-to-bag content into entertainment, Smith’s hopes to maintain its relevance with a generation that has grown up immersed in digital content and trends. The series offers a behind-the-scenes look at the chip-making process, blending educational storytelling with humor, nostalgia, and a touch of chaos.
A Strategic Move in Content Marketing
The “Paddock to Packet” series represents a strategic effort by Smith’s to address a longstanding challenge: staying relevant to younger consumers. While Smith’s has been a staple in Australian households for decades, the brand recognizes the need to adapt its marketing strategies to align with current content consumption habits.
According to Denny Handlin, executive creative director at VaynerMedia APAC, the project allowed for the creation of social-first entertainment that resonates with today’s audiences.
“It was fun to create some social-first entertainment for an iconic Aussie brand like Smith’s,” said Handlin. “Yes, joy is a simple recipe, we just added some Aussie farm pride, unhinged TikTok energy, and nostalgic characters… and it works.”
The Role of Influencers and Nostalgia
Influencers like Luisa Dal Din play a crucial role in bridging the gap between traditional brands and modern audiences. Her involvement in the series not only adds internet-native charm but also helps Smith’s connect with a younger demographic in an authentic way. Meanwhile, the use of Gobbledok taps into the nostalgia of older audiences who remember the character from past advertising campaigns.
This blend of new and old is a testament to Smith’s ability to innovate while honoring its heritage. By integrating influencer marketing with nostalgic elements, the brand has crafted a campaign that appeals to both new and existing fans.
Looking Ahead
As Smith’s continues to roll out the “Paddock to Packet” series, the brand is poised to strengthen its connection with Gen Z. The campaign not only showcases the journey of its products but also highlights the importance of Australian agriculture and local farmers. By doing so, Smith’s reinforces its commitment to quality and community, ensuring its place in the hearts of future generations.
With the success of this series, Smith’s sets a precedent for how legacy brands can effectively engage with younger audiences through innovative content marketing strategies. As the series unfolds, it will be interesting to see how Smith’s continues to evolve its storytelling to maintain its status as a beloved snack brand in Australia.
