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SnackaChangi campaign a triumphant trainwreck
On June 16, SnackaChangi founder Leigh Hart embarked on an ambitious sampling attempt, affectionately labelled by media as “a diabolical clusterf*ck”.
One chip for every Kiwi
With the help of Pitchblack, MBM and OMG, Hart – steadfast in his belief that SnackaChangi is New Zealand’s best chip – set out to hand-deliver ‘one chip for every Kiwi’.
All 5.5 million of us. Armed with bespoke single-chip packs, each printed with the name of a different New Zealander, Hart travelled the country handing them out one by one to the public and influencers alike.
Digital OOH at 18 locations nationwide tracked chips delivered against New Zealand’s ever-growing population (via Stats NZ). This visualised, in real time, the slow progress of Hart’s mission as he worked to keep up with births, deaths, immigration and undocumented residents.
Called in the crowd
Hart delivered a modest 50-something packs before the enormity of the task dawned on him.
In a move that could be described as ‘delegation’ or ‘lazy’, he made the decision to outsource the job to the nation. He offered $16,342.30 – the balance of his sampling budget – to the Kiwis who could post the most creative sampling attempt on social.
@SnackaChangi was inundated with Instagram, Facebook and TikTok submissions, as Kiwis from Kaitaia to Invercargill rose to the challenge and filmed themselves delivering SnackaChangi to the masses.
Ultimately the winner, chris_weasel, got paid for dishing out chips at an unconventional checkpoint.
Wasn’t so diabolical after all
Mel Prince, SnackaChangi brand manager, says: “Early sales numbers indicate a record number of SnackaChangi packs sold during the campaign period, enough to provide every Kiwi with significantly more than one chip. So, I guess Leigh’s mission wasn’t so diabolical after all.”
Hart says, “It’d be fair to say I probably delivered less chips than I’d hoped. But, along the way I learnt that some things are best done together. Everyday Kiwis stepped up and helped with my mammoth, ill-conceived task. Together, we got SnackaChangi chips all over the country. God speed New Zealand… oh and if you see me out and about please don’t ask me where your single chip is!”
Tom Paine, Pitchblack ECD, added: “Leigh, where’s my single chip?”
