Smith’s, PHD & Launch ‘Street Eats Chippie Sanga Challenge’ with Peking Duk

Smith’s, PHD & Launch ‘Street Eats Chippie Sanga Challenge’ with Peking Duk

Chip brand Smith’s has teamed up with PHD Australia and to promote the launch of its new Street Eats range.

The three new flavours are inspired by popular street food from around the world: Chinese Peking Duck, American Pulled Pork and Mexican Burrito.

Smith's 'Chippie Sanga' campaign

The PHD-curated campaign poses a challenge to consumers, asking them to buy one of the new Street Eats flavours and create their own ‘Chippie Sanga’ with all the trimmings.

By sharing the ingredients used in their creation and uploading an image of their sanga, contestants go in the draw to win $10,000 worth of travel.

Eager to help as many Australians as possible enter the challenge, the team – in conjunction with – built a mobile Chippie Sanga concept kitchen hosted by ARIA-winning music duo and guest chefs for the day, Peking Duk.

Today, Australians can come down to the kitchen, located at Notre Dame University in Sydney, and create their own best Chippie Sanga.

Contestants will have the opportunity to taste the new flavours, win instant cash prizes and enter a draw to win the ultimate travel prize.

The production team will be at the activation, capturing content for amplification through their social media channels. Smith’s will also be featuring this footage in future promotions of their new range.

Lynn Rutherford, senior brand manager at Smith’s, said: “Smith’s are Australia’s favourite chips, but we don’t take that for granted and know we need to deliver new news and fun on the brand to maintain relevance, particularly with younger consumers.

“We challenged PHD to bring us new ideas for the launch of this great new Street Eats range and they delivered.

“This partnership is the perfect platform to reach a younger audience with our delicious new flavours, allowing then to experience the brand in an engaging and impactful manner, delivered with an appropriate tone of voice.”

James McManus, head of creative projects at, said: “Pedestrian’s core 18 to 29-year-old audience is always hungry for relatable content and new experiences, let alone a fresh bag of chippies.

“By teaming with local legends, Peking Duk, we’re really offering an engaging and playful social promotion that invites readers to shake up their share house meals and get a bit creative, and prizing of up to a whopping $10,000.

“Our audience cook 65 per cent of their meals at home and are always on the hunt for extra cash. Smith’s is here to make things a bit simpler for them.”

Stephanie Douglas-Neal, executive business director at PHD, said: “The Street Eats program is a big departure for Smiths. We’ve never had the latitude with this brand to take the campaign to a younger and edgier audience.

“We’re excited to work with Pedestrian and Peking Duk to have a bit of fun with the Chippie Sanga and highlight the travel-inspired flavours.”


Client: PepsiCo

Media agency: PHD

Media partner:

Experiential agency: 5ive Senses

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