Smith’s has partnered with Snapchat to launch its new crinkle-cut chip, Double Crunch, in Augmented Reality (AR).
The campaign allows Australian Snapchatters to virtually trial the chip – the closest consumers can get to tasting food through AR.
The Smith’s’ campaign on Snapchat allows users to visualise the extremity of the crunch of the new chips and flavour through both video and AR formats, while creating personal brand advocates at scale. The Lens then cracks Snapchatters’ screens as they’re challenged, “Can you handle the crunch?”
The partnership will allow the brand to cut through the cluttered snack market and reach its target audience of “Crunch Cravers” – 18-34-year-olds that are bold, active, politically and socially conscious, and who won’t settle for anything bland in life.
Sam O’Donnell, senior brand manager, said: “Our Crunch Cravers are always looking for more fun, more adventure and of course, more flavour out of life, so we connected with our community through a platform that provides them with more creativity and fun.
“We know our community comes to Snap to discover new experiences and products, and with this AR experience, they’re able to discover and experience the crunch of Smith’s Double Crunch like never before.”
Director ANZ Snap Inc, Danny Bass, said: “Working with Smith’s to bring their new product range to life through AR is a super exciting step for virtual try-ons.
“We’re able to bring the flavour and density of a snack to life and help consumers visualise the experience just by using the camera.
“We also know that 51% of Gen Z are more likely to purchase a product after testing it through AR, making it easy and natural to connect the brand with their target audience via Snapchat for this campaign, because our audiences are so closely aligned.”
