smith’s chips: ‘gobbletok’

overview

The Brief: He’s back! After almost 30 years, Smith’s Chips has brought the Gobbledok back with a bang. The brand sought to mark the fluffy, chippie-hunting monster’s return on socials, re-contextualising the Gobbledok to align with modern consumer behaviour which has come a long way since his last appearance via TVC.

How it Played Out: Smith’s Chips re-introduced the Gobbledok to Aussie audiences on TikTok, and called on Only Everything to action foundational video content. The concept tells the story of how the Gobbledok has been hiding in the depths of a family’s pantry, only for his 30-year supply of chippies to have run out. He faces no other choice than to return to the outside world to hunt down more chippies, and his TikTok, ‘Gobbletok’, captures his experiences in a world now unfamiliar to him.

Since the establishment of ‘Gobbletok’, we’ve helped the iconic chips brand achieve over 145K likes and over 13K followers.