Eta launches new brand platform via Colenso

After a 30-year hiatus, iconic Kiwi company Eta has teamed up with Colenso BBDO to launch a new brand platform, ‘Free Friends With Every Pack’, and showcase the power of the humble chip.  

Shot by Adam Gunser of Good Oil, the humorous first film in the campaign features two friends skimming stones at the beach. As one opens a pack of Eta chips, the duo are joined by more friends than expected. 

Colenso BBDO Group Creative Director, Dave Brady, says: “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.” 

Marketing & Innovation Director, Tracey Seager, says: “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. 

“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.” 

The 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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