Eta launches new brand platform ‘Free Friends With Every Pack’ via Colenso BBDO, Auckland


After a 30-year hiatus, Eta have teamed up with Colenso BBDO to showcase the power of the humble chip.


The bush, the beach or even the depths of the Hauraki Gulf – who knows where your free friends will come from, when you open a pack of Eta chips.

Shot by Adam Gunser of Good Oil, the first film in the new ‘Free Friends with Every Pack’ Campaign features two friends skimming stones. As one opens a pack of Eta chips, they’re joined by more friends than expected.

Says Dave Brady, group creative director, Colenso BBDO: “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.”

Says Tracey Seager, marketing and innovation director, The Griffin’s Food Company: “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. 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 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.

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