Campaign Spotlight: Eta launches new brand platform ‘Free Friends With Every Pack’ via Colenso BBDO Auckland

After a 30-year hiatus, Eta have teamed up with Colenso BBDO to showcase the power of the humble chip.

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AUCKLAND, NEW ZEALAND — The bush, the beach, or even the depths of the Hauraki Gulf – who knows where your free friends will come from when you open a pack of Eta chips.

Shot by Adam Gunser of Good Oil, the first film in the new ‘Free Friends with Every Pack’ Campaign features two friends skimming stones. As one opens a pack of Eta chips, they’re joined by more friends than expected.

Eta. Free Friends With Every Pack.

“It’s amazing how many ears prick up when they hear the rustle of a bag of chips. Try it and see who turns up to laugh at your jokes and compliment right until the pack’s empty. The pulling power of crispy fried potato is awesome. Free friends is a great idea to work into,” says Dave Brady, Group Creative Director, Colenso BBDO.

“Eta has proudly produced iconic Kiwi chips for many years and we’ve recently invested in state-of-the-art new equipment at our chippery in South Auckland – which is now producing our best ever quality Eta chips. The investment in local manufacturing allows us to celebrate our humble locally sourced potatoes, resulting in delicious Eta potato chips that we’re proud to shout about. It seemed like the perfect time to relaunch Eta – with a completely new brand platform, strategy, packaging design, and TVCs. ‘Free Friends With Every Pack’ not only celebrates the magnetism of Eta chips, but does so in a light-hearted and fun way that truly resonates with Kiwis of all ages.” says Tracey Seager, Marketing & Innovation Director.

The Free Friends with Every Pack platform is being launched in the coming months across TV (including VOD), digital video, mall media, cinema, social and packaging.



Client: The Griffin’s Food Company

Agency: Colenso BBDO

Production Company: Good Oil

Director: Adam Gunser

Managing Director: George Mackenzie

EP: Andrew McLean

Producer: Kristian Eek

DOP: Ginny Loane

Editor: Luke Haigh

Post-production: Blockhead

Colourist: Dave Gibson

Online: James Corden

Audio: Franklin Rd Music & Sound

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