To launch the new Kettle Ridge Cut flavours, Cummins&Partners has taken the brand into Gen Z territory with a six-part TikTok series, tapping @tom (Thomas Sharpe) to unveil the powers of the (not so) humble chip. Supported by OOH and digital, the campaign is led by a six-part TikTok series following @tom (Thomas Sharpe), who uses the chips to trade and barter his way across Australia to get a ticket to Japan. The first few episodes have seen the chip’s crunch resonating across TikTok, clocking over five million views. Ridge Cut isn’t just a chip, it’s a vibe amplifier,” Lily O’Connell, senior account director at Cummins&Partners said. The final episode of Tom’s TikTok journey dropped on 22 September, revealing whether he made it to Japan with chips as currency.