Smith’s Chips Launches 'Paddock to Packet' Series to Engage Gen Z

In a bid to reconnect with younger consumers, Smith’s Chips has launched a new six-part content series titled 'Paddock to Packet.' The initiative, produced in collaboration with VaynerMedia, aims to showcase the journey of their iconic chips from the potato farm to consumer bags, appealing particularly to Generation Z's affinity for authentic, relatable content.

The series debuted in July 2025 and features well-known influencer Luisa Dal Din, who swaps her urban lifestyle for the rustic charm of a real potato farm. As she embarks on this journey, she is guided by Gobbledok, a beloved character from Smith's brand history, who adds humor and nostalgia to the educational storytelling.

According to Tania Ye, Brand Manager for Smith’s at PepsiCo, "We proudly partner with Aussie farmers, and we wanted to showcase this to Gen Z by tapping into the love for #FarmTok. Pairing together platform-native humour and our nostalgic snack icon, the Gobbledok, we want to turn farm-to-bag content into full-fledged entertainment." Ye's statement underscores the brand's strategy of leveraging social media trends to engage a demographic that often prioritizes creator-led content.

The campaign taps into the growing #FarmTok trend, where young audiences express interest in agricultural content. By blending humor with educational elements, 'Paddock to Packet' aims to make the farming process more accessible and enjoyable for viewers. The series highlights how Smith’s Chips are made while also promoting Australian farming pride, a significant aspect of the brand's identity.

Denny Handlin, Executive Creative Director at VaynerMedia APAC, commented on the creative process: "It was fun to create some social-first entertainment for an iconic Aussie brand like Smith's. Yes, joy is a simple recipe; we just added some Aussie farm pride, unhinged TikTok energy, and nostalgic characters… and it works." This statement reflects the innovative approach the brand is taking to remain relevant in a rapidly changing media landscape.

The series' format allows for interactive engagement, with Gobbledok taking over Smith's social media channels to provide commentary and reactions, further enhancing the immersive experience for followers. This strategy is particularly crucial for legacy brands like Smith's, which face the challenge of staying relevant amidst changing consumer behaviors and preferences.

Historically, Smith’s Chips has maintained a strong presence in the Australian snack market, but the challenge has been to adapt to the digital and social media age. By focusing on the storytelling aspect of their products, the brand aims not only to entertain but also to educate its audience about the origins of their favorite snacks.

Looking ahead, 'Paddock to Packet' represents a significant shift in how traditional brands can engage with new consumer bases. By embracing influencer culture and digital storytelling, Smith’s Chips is setting a precedent for how legacy brands can evolve without losing their core identity. As Gen Z continues to influence market trends, this innovative approach could serve as a blueprint for other brands seeking to connect with younger audiences in a meaningful way.