The promotion will coincide with a press advertising campaign that KETTLE® Chips is running this autumn which brings to life their ‘lovingly crafted’ creative that was launched last year. To feature in the adverts, KETTLE® commissioned three talented craftspeople to ‘craft a pack’; Sea Salt & Balsamic Vinegar is sculpted from ceramic, Mature Cheddar & Red Onion has been carved from wood, and Sweet Chilli & Sour Cream is woven from colourful basket canes. The ads are very striking and communicate the craft, care and attention that go into making KETTLE® Chips.
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'Lovingly Crafted' out of ceramic: Sea Salt & Balsamic Vinegar Chips
'Lovingly Crafted' out of wood: Mature Cheddar & Red Onion Chips
'Lovingly Crafted' out of glass: Lime & Black Pepper Chips
The ads will feature in newspapers and lifestyle magazines, including BBC Good Food, Delicious, Good Housekeeping, The Guardian, Times and Telegraph, throughout the autumn.
To extend the Lovingly Crafted advertising campaign KETTLE® Chips will be running their first on pack promotion on the 150g sharing bags offering the chance to win their chef’s handmade kitchen, as well as a thousand instant win prizes. Consumers simply go online and enter a unique code, printed on each promotional pack, to go into the draw for the headline prize of a handmade kitchen by Harvey Jones Kitchens, worth £35,000.* They will also find out instantly if they have won 1 of the 1000 prizes hidden in the kitchen, ranging from designer appliances and cookware, to lovingly crafted wine glasses and bespoke KETTLE® Chips bowls.
In store from the beginning of October, the promotion will run across the top 5 seasonings in the KETTLE® Chips 150g range, on a total of 10 million bags.
KETTLE® Chips, the UK’s number 1 hand cooked crisp brand, is growing ahead of the total snacking market, and the sharing bags are showing even stronger increases with value sales up by 11.1% year on year (vs. 8.3% for the total sharing snacks market).
Andrew Slamin Kettle Foods Marketing Director states “KETTLE® Chips 150g bags are regularly purchased for sharing with friends and family, especially at Christmas time. The promotion provides excellent brand synergy, working in harmony with our advertising and generating increased shelf stand out during this key sales period. The handmade prizes are appealing to our target consumers, helping to stimulate additional sales. The advertising support, in conjunction with the on pack promotion, represents a fantastic opportunity for retailers to capitalise on the continuing consumer trend towards more premium snacking options, especially in the run up to Christmas.”
To amplify the on pack even further a programme of consumer facing activity is planned for the autumn, including social media and PR.
Kettle Foods have worked with Independent Marketing Agency Toucan to implement this promotion.
