Smith’s launches new brand platform to remind Aussies that ‘Joy is a Simple Recipe’

May 10, 2024 9:11

PepsiCo’s Smith’s chips has launched a new brand platform reminding Aussies that ‘Joy is a Simple Recipe’.

The campaign hopes to encourage people to celebrate “the ingredients in life that create smiles”, with a reminder that its chips are often there along for the ride.

The launch marks the beginning of an ambitious brand overhaul, with Smith’s aiming to embrace its 90-year history and nostalgic legacy.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.