Simba Brings a Giant Chip to Montecasino
There aren’t many things that can stop people in their tracks at Montecasino, but a giant Simba chip seems to do the trick.
Broke & About
June 16, 2026
To introduce the next chapter of one of South Africa’s most recognisable snack brands, Simba recently took over Montecasino with a large-scale activation built around the launch of its new Thicker Cut potato chip and naturally, we had to see what the hype was about.
The experience was designed to bring the product innovation to life in a way that felt bigger than a traditional launch. At the centre of it all stood the Giant Chip installation, an oversized version of the new product that quickly became the focal point of the activation and the most photographed moments of the day.
But the launch wasn’t only about scale.
The real headline was Simba’s introduction of its new Thicker Cut chip, created to deliver a more flavour-packed and satisfying snacking experience. The thicker cut and deeper ridges are designed to hold more seasoning while creating a crunchier texture, building on the familiar Simba taste many South Africans already know.
Guests attending the activation had the opportunity to experience the new range through tastings and interactive moments that encouraged people to compare, react and share their thoughts. Throughout the space, there were games, challenges and experiences designed to make people engage with the product beyond simply opening a bag and taking a bite.
Alongside the thicker cut, Simba also revealed refreshed packaging across the range. While instantly recognisable on shelf, the updated look brings a bolder and more modern feel to the brand while helping preserve the freshness and crunch consumers expect. The redesign marks an evolution rather than a complete reinvention, keeping the identity people grew up with while introducing a more contemporary energy.
What made the launch interesting wasn’t only the product itself but the nostalgia surrounding it. For generations, Simba has been part of everyday South African moments, from school lunchboxes and road trips to match days and family gatherings.
The Giant Chip activation felt like a way of celebrating that familiarity while introducing something new.
And if first reactions are anything to go by, Simba’s betting that bigger ridges, more crunch and refreshed packaging are enough to get South Africans crunching again, one chip at a time.
