As Kettle Chips celebrates its 30th year in the UK, it has launched what it claims is its biggest TV campaign.

The new advertisements will be aired nationally during the spring, in the run-up to the World Cup and BBQ season, and highlight Kettle’s ethos of only using real food ingredients.

Over £3m is being invested in the campaign, which launched on Saturday 14th April during Britain’s Got Talent and will span TV, digital and video on demand to reach more than 80% of the UK audience. Throughout the spring, the advertising will be amplified by PR and social media activity, and in store via point of sale

Kettle Foods commercial director Nicky Robinson said: “The Real Food Real Pleasure campaign is a significant brand investment that allows us to communicate the unique taste benefits of Kettle Chips in an engaging way.

“It reinforces the authenticity of our recipes which are developed by our chef in the kitchen, not by a technologist in a lab, a fact that we know is appealing to a large number of consumers.

“This represents a fantastic opportunity for retailers to capitalise on the continuing consumer trend towards more premium snacking options, especially in the run up to the key summer sales period.”