Smiths Expensive Campaign, complete marketing solutions melbourneSmiths is spending $4.5m to launch the new campaign for its Extra Crunchy range, staring actor Stephen Curry.

Curry is seen at the beach with mates, playing cricket and enjoying a barbecue and still carries the tagline “You know you love ‘em”.

The crisps have been available since late March, with Smiths saying the sales are already exceeding expectation.

The $4.5 million launch investment will promote rapid awareness and trial and drive category growth. When it comes to the crunch, consumers will love new Smith’s Extra Crunchy potato chips. Seems too expensive?

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