Smith’s and Special know all your snacking rituals in latest campaign

Off the back of Smith’s ‘Joy is a Simple Recipe’ brand platform launch, the chipmakers have launched a new product-focused campaign celebrating the life cycle of a much-loved packet of chips – from the joy of a full bag, to the salty last scraps – and then, the crumb licking.

According to Special, who steered the campaign, this work “taps into deeply relatable snacking rituals and insights uncovered through qualitative research — habits we all share but rarely talk about.”