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.