Submitted by: Zainab Pirzada 18/08/2016
KETTLE® Chips created the hand-cooked category and have been the number one brand since 1982. But competition has intensified in recent times. KETTLE® Chips wanted to stress their quality credentials and authenticity in order to increase purchase by existing buyers and tempt back recently lapsed buyers.
KETTLE® Chips' solution was to remind people of the KETTLE® Chips values - simple, natural, unprocessed - while increasing awareness of different flavours.
Newspaper advertising showcased the fresh, quality ingredients in the KETTLE® Chips range and conveyed the hand-cooked, artisan nature of the chips. Quality and mid-market titles were selected to provide a large audience of upmarket adults interested in food – these readers are also more likely to purchase premium crisps compared with audiences for other media.
Newspaper advertising helped KETTLE® Chips buck the trend – while the overall category declined and most other branded premium crisps brands lost share, but KETTLE® Chips gained share.