To launch the new Kettle Ridge Cut flavours, Cummins&Partners has taken the brand into Gen Z territory with a six-part TikTok series, tapping @tom (Thomas Sharpe) to unveil the powers of the (not so) humble chip.
Supported by OOH and digital, the campaign is led by a six-part TikTok series following @tom (Thomas Sharpe), who uses the chips to trade and barter his way across Australia to get a ticket to Japan.
The first few episodes have seen the chip’s crunch resonating across TikTok, clocking over five million views.
The campaign aims to redefine what premium means for young people as they continue to struggle with cost-of-living pressures.
“This campaign is a deliberate move to make Kettle relevant to a younger audience. We’ve built a platform that speaks to Gen Z’s desire for realness, connection, and curated experiences. Ridge Cut isn’t just a chip, it’s a vibe amplifier,” Lily O’Connell, senior account director at Cummins&Partners said.
The national out-of-home campaign brings visuals and flavour-first messaging to streets, malls, and transit hubs.
@tom Can Kettle Ridge Cut chips actually transport me to Japan? #transportyourtastebuds #kettlechips #CrunchTime #ASMRsnacks #TikTokEats @kettlechips_au
The final episode of Tom’s TikTok journey dropped on 22 September, revealing whether he made it to Japan with chips as currency.
@tom Kettle Ridge Cut Challenge complete 🍗🎌🏅What’s next, @kettlechips_au? I’m ready for the next flavour mission. #SnackTok #CrunchGoals #FlavourVacation #KettleChips #SnackHack
Credits:
Snackbrands Australia:
Marketing Manager: Keara Deignan
Marketing Director: James Deysel
cummins&partners:
Executive Creative Director: Scott Walker
Director: Dave Kleiber
DOP: Tim Kindler
Talent Manager: Jason Parlett
Senior Account Director: Lily O’Connell
Head of Strategy: Tim Collier
Art Director: Alice Tran
Copywriter: Jordan Ellis
Executive Producer: Steven Tortosa
Media: WPPMedia
