This Australia Day, Smith’s is calling for Aussies to get back to the classic “Snag” and “Sauce” with the release of their new Smith’s Snag & Sauce chips. The brand has partnered with PHD to launch its limited-edition chips ahead of the public holiday with a new ad campaign.

In a comical play on the BBQ occasion, Smith’s new Australia Day ad calls out the current changes to Aussie BBQ as it becomes awash with charcuterie boards and grazing paddles. It highlights that people spend more time taking photos of food than eating it. Smith’s has called for the end to this madness through a new video ad that asks Aussies to get back to the humble Snag and Sauce this Australia Day.

Speaking about the campaign, Smith’s brand manager, Alison Silver, said: “Smith’s is all about keeping the classics simple, the release of Smith’s Snag & Sauce chips fostered a great opportunity to poke a little fun at how fancy we have all become with our BBQs these days.”

Christian Heath, content and partnerships director at PHD Australia, added: “PHD Content was delighted to work with the Smith’s team to bring this humorous campaign to life. It’s great to have a brave client like Smith’s, and getting the opportunity to work with an Aussie acting legend has been incredible. We look forward to producing more fresh and fun campaigns like this in the near future.”

Various digital video ads have been created, including a 60-second spot produced by PHD Content. The campaign also appears on radio, including a special tailored creative only played in grocery stores, calling on shoppers to walk away from the boutique cheese and head over to the chip aisle this Australia Day.