Smiths: Pinch

We’re always used to seeing chip advertising where each potato has been meticulously crafted and photoshopped within an inch of its life. So to get people craving Smith’s chips, we did the complete opposite — a campaign devoid of any chips, save for a few crumbs here and there. Because what better way to get people craving our delicious chippies than to show packs that have been thoroughly and utterly enjoyed to the fullest.