On pack promotion for Kettle Chips Handy Packs (first ever!)

KETTLE® Chips the UK’s No.1 Premium Crisp brand is bringing some excitement and new news to the Single Serve Crisps and Snacks category.

A premium product for everyday indulgence, KETTLE® Chips 40g bags are a great way for retailers to up trade consumers at lunch time or when snacking on the go. This spring there will be even more reasons to purchase the handy packs as KETTLE® Chips runs its first ever on pack promotion on the core range.

KETTLE® Chips is linking with Hand Picked Hotels, a collection of 20 individual and historic country house hotels, located across the UK and Channel Islands and renowned for exquisite foods and fine wines. Consumers will be offered the chance to win one of five 2 night stays, or one of fifteen 1 night stays, for 2 people with Hand Picked Hotels. Entry to the promotion is straightforward via a text to win mechanic or online via the KETTLE® Chips website. The promotion will feature on a total of 6 million handy packs, appearing in store from the beginning of March 2014, across the top four seasonings of Lightly Salted, Mature Cheddar & Red Onion, Sea Salt & Balsamic Vinegar and Sea Salt & Crushed Black Peppercorns, and the top three price marked 40g packs.

KETTLE® Chips is growing ahead of the total snacking market, with value sales up by 6.2% year on year (vs. 4.5% for the total market) and the number of households now buying at an all time high.1 Jim Couchman Kettle Foods Head of Impulse states “KETTLE® Chips 40g bags are often purchased as a treat so the promotion provides excellent brand synergy as consumers view a break with Hand Picked Hotels as highly appealing and rewarding. Short luxury get aways are very popular amongst our target consumers so the prizes are likely to be motivating and stimulate additional sales.”

The on pack promotion will be supported by a full range of POS from wobblers in cases, to dump bins for retailers, and branded bus stops and pallet wraps within Cash & Carry depots. The link with Hand Picked Hotels will also be communicated at trade shows, directly to retailers via the new KETTLE® Chips Independent Retailer Community (sign up at www.tradewithkettlechips/register) and via retailer specific competitions.

To amplify the on pack even further a programme of consumer facing activity is planned for the spring, including social media and PR.