Kettle Foods, the maker of Kettle Chips, has hired Emanate to support a brand repositioning and packaging redesign that is set to launch in March in the UK.
The potato chip maker, owned by Diamond Foods, called a review in April of last year for an agency to work on a consumer brief. Emanate, which was involved in the pitch, was more recently hired for long-term brand work by Kettle Foods throughout this year.
Its work will focus on reaching a younger audience of food enthusiasts and emphasizing that its chips are hand-crafted. Emanate will target traditional consumer media, including food pages and women's media, as well as use social and digital components.
“We are looking forward to working with Emanate,” said Kettle Foods marketing director Andrew Slamin. “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.
This article originally appeared on the website of PRWeek UK, the sister title of PRWeek at Haymarket Media.