Smith's Brand

Once upon a time, the big yellow diamond of Smith’s sat alongside the Flying Kangaroo and Happy Little Vegemites. For generations, it held a special place in pantries and hearts across the country. 

Fast forward though, out-priced by private label and out- favoured by competitors riding the foodie wave, the brand that once stood tall over all others suddenly receded and lost its sense of fun and confidence. Aussies were simply being seduced by other brands and started walking away from Smith’s. 

The campaign, You Know You Love ‘Em, drove significant uplifts in sales, market share, consumption and has gotten Smith’s into more households. 

More importantly, though, it has helped increase the level of love for Smith’s, taking it up to the highest level seen in seven years. 

Our campaign returned the Smith’s brand back to Aussie pantries and hearts – right where it belongs.