Kettle Chips brings in Emanate to promote brand makeover

Kettle Foods, the maker of Kettle Chips, has called in Emanate to support a brand repositioning and packaging redesign that is set to launch in March.

Kettle Chips: Undergoing a redesign and repositioning
Kettle Chips: Undergoing a redesign and repositioning

The crisp maker, owned by Diamond Foods, called a pitch in April last year for an agency to work on a consumer brief. Emanate, which was involved in the pitch, has now been called in for long-term brand work by Kettle Foods throughout 2013.

Activity will focus on reaching a younger audience of food enthusiasts and position the brand around the idea of the crisps being hand-crafted. Emanate will target traditional consumer media, including food pages and women’s media, as well as supporting social and digital components.

Emanate CEO Nick Propper, said: ‘We are thrilled to be working with such an iconic brand. The challenges to grow share in such a competitive category are not insignificant, but Kettle Foods is not resting on its laurels and has a great campaign in development. We’re looking forward to integrating ourselves into the broader agency mix and bringing our expertise to bear at this exciting time.’

Kettle Foods marketing director Andrew Slamin said: ‘We are looking forward to working with Emanate. PR will play an important part in our ongoing work to reinforce our brand credentials to a wider audience.’

According to the Nielsen Superbrands Annual 2012 survey, almost one in four homes in the UK buys Kettle Chips and more than 100 million packs were sold in 2011.

Previously, Westgate Communications handled consumer PR duties for Kettle Foods.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.