How SnackaChangi and Pitchblack turned an ambitious sampling stunt into social gold
On 16th of June 2025, SnackaChangi founder, Leigh Hart, embarked on an ambitious sampling attempt, affectionately labelled by media as “a diabolical clusterf*ck”.
With the help of Pitchblack, MBM, and OMG, Leigh – steadfast in his belief that SnackaChangi is New Zealand’s best chip – set out to hand-deliver ‘one chip for every Kiwi’.
Armed with bespoke single-chip packs, each printed with the name of a different New Zealander, Leigh travelled the country handing them out one by one to the public and influencers alike.
Digital OOH at 18 locations nationwide tracked chips delivered vs New Zealand’s ever-growing population (via Stats NZ), visualising in real time the glacial pace of Leigh’s mission as he struggled to keep up with births over deaths, immigration, and undocumented hermits.
Leigh 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, offering up $16,342.30 (the balance of his sampling budget) to the New Zealander 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.
Says Mel Prince, Brand Manager, SnackaChangi: “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.”
Says Leigh Hart: “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, and 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, adds: “Leigh, where’s my single chip?”
Client: Griffin’s Snacks
Creative agency: Pitchblack Partners
Production: Jetblack & Moon TV
Media: MBM
PR: Omnicom Group