KETTLE® Chips new press advertising campaign ‘Lovingly Crafted’

KETTLE® Chips is pleased to announce the launch of a new press advertising campaign which will appear during April, May and June, including the busy Easter period for sharing snacks, and the run up to a hopefully warm summer.

The campaign is an extension of the ‘Lovingly Crafted’ creative introduced in 2013. Last spring a series of ads ran in the press which had been hand embroidered by Lou Gardiner. Then in the run up to Christmas, a new TV campaign kicked off featuring a group of the UK’s finest craftspeople using their skills to create everything needed for a celebratory feast, including KETTLE® Chips.

For 2014, KETTLE® has commissioned three talented craftspeople to lovingly ‘craft a pack’; Sea Salt & Balsamic Vinegar is sculpted from ceramic, Mature Cheddar & Red Onion has been carved from wood, and the Summer Seasonal Edition of Lime & Black Pepper is blown from glass. 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 Delicious, Olive, The Guardian, Times and Telegraph, throughout the spring.
 

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  'Lovingly Crafted' out of ceramic: Sea Salt & Balsamic Vinegar Chips

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  'Lovingly Crafted' out of wood: Mature Cheddar & Red Onion Chips

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  'Lovingly Crafted' out of glass: Lime & Black Pepper Chips

KETTLE® Chips is the UK’s number one hand-cooked crisp and a key brand in the premium snacking category, with value sales over the last year delivering strong growth of 5.9%, ahead of the market which is growing at 3%.* KETTLE® sharing bags are growing even faster, up by 12.3% year-on-year,* and this is set to grow further with the advertising support plan in place to continue to drive brand awareness and sales.

Andrew Slamin, Kettle Foods Marketing Director said “The press ads are the latest example of our craft campaign which reflects the approach we take in producing our chips. From the choice of real food ingredients, to the hand cooked process we originally pioneered over 25 years ago, the Lovingly Crafted ads allows us to communicate the unique benefits of KETTLE® Chips in an engaging way, which 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.”