Kettle Chips is running its first on-pack promotion on its core 150g range.
The promotion will coincide with a press advertising campaign that Kettle Chips is running this autumn which brings to life the ‘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.
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 one of the 1,000 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 five seasonings in the Kettle Chips 150g range, on a total of 10 million bags.
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.