Eta Chips: So Good, They’ll Draw a Crowd

Eta has teamed up with Colenso BBDO to roll out a new campaign, the first in 3o years for the chip brand.

Whether you like it or not, when you pop open a bag of Eta chips folks are going to come out of the woodwork. The first film in the ‘Free Friends with Every Pack’ campaign, which was shot by Adam Gunser of Good Oil, features a duo eating chips and skipping stones into the water. Before they know it, they’re swarmed by others who seem slightly less invested in the whole skipping of stones and much more enthralled with the open bag of chips.

While we can’t conclusively say that Eta chips have been scientifically proven to draw a crowd, we can say, from our own lockdown-induced weight gains, that there is some brain mechanism that goes into overdrive as soon as someone nearby opens a bag of chips. Thus, we rate this campaign mostly to fully accurate.


“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,” said Dave Brady, Group Creative Director, Colenso BBDO.

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.

“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,” said Tracey Seager, Marketing & Innovation Director.


“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.”


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
Colorist: Dave Gibson
Online: James Corden
Audio: Franklin Rd Music & Sound


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