To launch the new Kettle Ridge Cut flavours, Cummins&Partners is taking the brand into Gen Z territory for the first time.
The chips can transport people’s tastebuds overseas, but are they powerful enough to physically take people overseas? The team asked.
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 ways across Australia to get a ticket to Japan. The first few episodes have already clocked over 5 million views, proving that the chip’s crunch is resonating loud and clear.
A goal of the campaign is to redefine what premium means for young people in a world full of cost of living pressures and disappearing third spaces.
“This campaign is a deliberate move to make Kettle relevant to a younger audience,” says Lily O’Connell, Senior Account Director at Cummins&Partners. “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.”
The work stretches Kettle’s tone into a new space, embracing young, brave sibling energy. Departing from the gourmet, wine-tasting-note style of competitors. To lean into cultural relevance, social proof, and connection.
The national out-of-home campaign brings the bold visuals and flavour-first messaging to streets, malls, and transit hubs. Designed to glam up the everyday, turning ordinary moments into snackable experiences worth noticing.
The final episode of Tom’s TikTok journey dropped 22nd September, did he make it to Japan? You’ll have to check it out.
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