Smash (instant mashed potato)

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Smash logo and brand identity

Smash is a brand of instant mashed potato in the United Kingdom. The preparation of Smash is extremely simple - the granules are placed in a bowl and boiling water is added and stirred producing a mashed potato substitute.

Launched in the UK by Cadbury (then best known as a manufacturer of confectionery) in the 1960s, Smash was reasonably successful. However, it was not until 1974 that Smash became popular in the convenience food market after Cadbury launched an advertising campaign by agency Boase Massimi Pollitt featuring the now famous Smash Martians, who would watch humans preparing mashed potato the traditional way on television instead of using potato granules, and laugh at them.[1] The catchphrase 'For Mash Get Smash' is still a memorable advertising image within the UK.[2] The 1970s adverts were voted TV ad of the century by Campaign Magazine, and 2nd best television advert of all time in a 2000 poll conducted by The Sunday Times and Channel 4, beaten by Guinness' Surfer advertisement from 1999.

The brand has since been sold by Cadbury and is now owned by Premier Foods who launched a 'healthier recipe' version in 2006.[3] Smash continues to be popular in the UK, selling 140 million servings a year. The texture of Smash is not identical to that of real mashed potato, being somewhat smoother.

The Martian adverts used in the 70s were voted no.1 in the 'ITV's best ever ads'. In recent years, flavoured varieties of Smash have also been made available, including Cheddar & Onion and Buttery.

Accolades[edit]

The original 1970s advertisements have been featured in several "best ever television advertisements" lists.

Creator Country Accolade Year Rank
Channel 4/The Sunday Times United Kingdom The 100 Greatest TV Adverts[4] 2000 2
ITV United Kingdom ITV'S Best Ever Ads (Top 20 list)[5] 2005 1

References[edit]

External links[edit]