Smith’s launches new brand platform ‘Joy is a Simple Recipe’ via Goodby Silverstein & Partners


Smith’s will work with Special Group in Australia to tap into country-specific audience insights.

Smith’s has launched a new platform, ‘Joy is a Simple Recipe’, reminding people to find their simple joys and celebrate the ingredients in life that create smiles.

The platform will be brought to life through a series of three-word ‘recipes’ for joy, demonstrating that joy doesn’t need to be complicated, but is unique and personal.

The launch marks the beginning of an ambitious brand overhaul, as Smith’s embraces its nostalgic legacy and the 90-year history and long-standing relationships with Aussie farmers. The campaign will be followed by consumer activations and moments for Australian Smith’s lovers to enjoy, with new flavours on the way this year.


Its first outing, through digital, BVOD, social, and OOH, will hero “Dog. Car. Window”, a joyous and simple spot created with Goodby Silverstein & Partners and directed by the award-winning Nick Ball, set to immerse people in a deeply relatable moment of uncomplicated joy hiding in plain sight.

“Dog, Car, Window” will be followed by other three-word celebrations, including “Socks. Tiles. Slides”, “Hill. Sand. Board”, “Backyard. Barbie. Bants”, “Nap. Marker. Canvas” and “Road Trip. Tunes. Karaoke.”

Knowing that joy is at its best when it feels personal, Smith’s will work with Special Group in Australia to tap into country-specific audience insights and create three-word recipes in OOH, digital, and social channels, connecting Smith’s with its consumers across Australia.


The market’s hyper-localised iterations will celebrate specific moments of Aussie joy, incorporating the nation’s unique geographies, cultures, experiences, and personal passion points.

Vandita Pandey, chief marketing officer ANZ Snacks & Beverages, PepsiCo, said: “Smith’s is not just a snack for Aussies; it’s a reminder that joy doesn’t require extravagance and is often just a simple recipe.

“Having been a part of many of those simple recipes and moments of joy for generations – Smith’s is excited to continue inspiring people to find their simple joys for decades to come.”



Chief Marketing Officer ANZ, Snacks & Beverages: Vandita Pandey 
Brand Transformation Lead, Smith’s: Hind Simhairi
Senior Brand Manager, Smith’s: Bridget McBride

Cost Consultant Company
Advertising Production Resources (APR)

Goodby Silverstein & Partners

Production Company

End Animation Company

Editorial Company
Union Editorial

Audio and Sound Design Company
Lime Studios

Music Supervision
Songs for Film & T.V.

Licensed Music – Dog. Car. Window.
Song: Ride Like The Wind

VFX Company
Untold Studios 

Color Grading Company
Company 3, London

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