In an ironic twist, the company earned the coveted recognition not because of advertising but for its record growth and marketing innovation, led by the work of its longstanding public relations firm, Maxwell PR. Over the past five years the trailblazing Kettle Brand® People’s Choice promotion has launched best selling products, gained national media attention, helped drive distribution, and earned industry and retail kudos including the Grocery Manufacturers Association Award for Innovation in Marketing.
“As our primary marketing engine public relations has done the heavy lifting for Kettle Brand®,” said Michelle Hunt, vice president of marketing for Kettle Foods. “With a limited budget and the bar set high, Maxwell has continued to keep the brand fresh and our fans engaged – and it’s paid off with significant and sustained growth.”
Tasked with earning media coverage to help build a national brand presence, Maxwell created the People’s Choice campaign on the cusp of the crowd sourcing consumer engagement trend. Inspired by outrageous fan letters expressing flavor devotion, Maxwell and Kettle Foods developed an annual program that invited consumers to co-create via flavor submissions, voting and ultimately a winning flavor on the shelf.
“A PR campaign like People’s Choice only works if you have a client willing to go for it,” said Jen Maxwell-Muir, Maxwell PR founder. “With Michelle in the lead, Kettle Foods took a chance on a big idea that ultimately helped distinguish the brand. Finding that sweet spot – where consumer passion connects with brand attributes – defines the work we do.”
Five years after hiring Maxwell PR as agency of record, Kettle Brand® has added Cultivator Advertising &Design to its marketing arsenal. First up will be its launch of a newly designed Web site for the brand.
