Smiths makes cross-branded potato chips comeback

The recent relaunch of two flavours of Smith’s potato chips will be supported by a disruptive marketing campaign dubbed ‘Comebacks’.

The comeback of the Heinz Tomato Ketchup and Bega Cheese ruffle-cut chips will see support with in-store displays, a 12-week TV campaign, 16 weeks of digital display and six months of cinema advertising, as well as social media support.

Smith’s marketing manager Olivia Sutherland said the company had received many requests to bring back popular but limited-run flavours.

“Heinz Tomato Ketchup and Bega Cheese are two of the flavours which are consistently requested by consumers,” she said.

“Our research indicated that these nostalgic flavour rereleases are popular with Aussie shoppers and will drive excitement within the snacks category, and help retailers drive incremental sales.”

Again, the flavours will be available for a limited time only, and are available in 80g and 150g pack sizes.

Smiths is owned by Pepsico Australia & New Zealand, and produces 22 brands including Red Rock Deli, Twisties, Mountain Dew and Sunbites.

Pepsico recently announced that a Product of the Year Award for 2017 went to Red Rock Deli’s new Sweet Potato range of crisps.

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