SnackaChangi’s absurd delivery stunt drives viral success across New Zealand /

Fail spectacularly / Right from the start, SnackaChangi knew handing a crisp to every Kiwi was impossible – at one chip every two minutes, it would have taken 20 years. By leaning into the absurdity, the brand turned its deliberate mistake into theatre, where Hart’s bungled deliveries became the show.

This is the pratfall effect in action: a brand owning its flaws makes it more likeable and entertaining. Like how Sweet Loren’s leaned into a TikTok blunder, and Samsung hunting for a painting it knew was long gone, SnackaChangi borrowed the same playbook: laugh at yourself, and people laugh along with you.

This was a ‘target one person’ tactic: by zeroing in on a single, human-scale challenge, the brand made the stunt feel intimate and personal – even when it spectacularly failed. Against global snack giants, this was smart. SnackaChangi didn’t try to out-spend or out-scale; it doubled down on humour, scrappiness and Hart’s personality. And by failing loudly, it carved out an identity the big players can’t copy. For a deeper dive into how brands can turn a flaw into a USP, read our Creative Tactic: Reframe Your Weaknesses here.

Pass it on / The brilliance wasn’t Hart’s handful of deliveries – it was how quickly he handed the baton to the public. By offering the leftover sampling budget as a prize for the best delivery attempt, SnackaChangi turned a one-man stunt into a nationwide content engine. It’s the same dynamic behind Vaseline’s Vaseline Verified campaign: give communities a fun, low-barrier challenge, and they’ll take it and run. And it fits SnackaChangi’s personality (the brand describes itself as ‘irrefutably the boldest flavoured, most entertaining and exciting chips on the planet’). A standard sampling drive would have felt generic; instead, the stunt mocked the very idea of sampling, turning it into a joke for everyone to have fun with.

The payoff was twofold: waves of authentic UGC that travelled further than paid media – brands using UGC see a 29% higher conversion rate than those that don’t, and UGC-based ads get 4x higher click-through rates – and a positioning that felt proudly Kiwi: silly, playful and communal.

As Hart reflected, the stunt succeeded because it wasn’t his job alone: ‘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.’