KettleChips
Transportyourtastebuds
The
BRIEF
Launch Kettle Ridge Cut's new destination chip flavours and make the premium snack genuinely relevant to Gen Z: a tough crowd that scrolls past traditional ads and ignores passive product posts. The challenge: turn a flavour launch into a cultural moment with real engagement, not just awareness.
The
INSIGHT
Kettle Ridge Cut Chips offer a taste explosion that'll bring the flavour destinations closer with every crunchy bite. But for a generation of chip eaters who have seen it all, we needed to be a bit extra to see just how far the taste of Ridge Cut chips could actually take you.
The
IDEA
We created a six-episode TikTok saga starring food reviewer and creator @tom, who literally tries to trade his way across Australia using bags of Kettle Ridge Cut chips… to earn a ticket to Japan. Supported with OOH and digital, the series leaned into playful flavour storytelling and hashtag hooks like #transportyourtastebuds and #CrunchTime.
The
RESULTS
5MILLIONVIEWS
The chips didn't just get noticed — the campaign clocked 5 MILLION+ views, redefining the brand as a playful, culturally tuned-in snack for a younger audience and making it Kettle's BIGGEST NPD launch to date.