Smith's Chips has announced a new partnership with Netflix, bringing the Rebel Moon experience from the screen to the snack aisle. Three limited edition flavours have been developed to celebrate the collaboration: Double Crunch Planet Daggu Spicy Chicken Skewers, Veldt Farmhouse Cheese Bread, and Motherworld Feast Roast Beef Garlic and Herb.

The partnership is being leveraged through an experience-led campaign, 'Smith’s Spud Surveillance', which has been launched in conjunction with the Netflix and Zack Snyder film, Rebel Moon. The campaign includes playable format ads encouraging users to join the Netflix Rebel Moon mission as Chip Protectors and become active participants in the film’s interactive universe.

Gamified surveillance ads and live streams on TikTok, Twitch and Facebook direct users to the Spud Hub microsite. Here, users can report attacks by Motherworld ships on Smith’s potato farms, check the leaderboard, redeem their chip salary for real chips, and win prizes.

The campaign was created by Special, with media by Trio, shopper agency Platooon, technical consultancy Pilgrim Communications, and post-production by Mello Motion and Rumble Studios.

Vandita Pandey, Chief Marketing Officer ANZ, Snacks & Beverages at PepsiCo, said, "There’s no better streaming/snacking combo than Netflix and chips. With ‘what are you watching?’ the new ‘how are you?’, this campaign infuses the Smith’s brand with cultural relevance, by giving them an entry pass to join a Rebel Moon mission directly linked to our chips."