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This week, Diamond Foods Inc. is launching a new marketing campaign to expand national awareness for Kettle Brand natural potato chips. The campaign marks the first national television campaign for the batch-cooked chips.
Craig Tokusato, VP of marketing for San Francisco-based Diamond Foods, said, “Kettle Brand growth has been fueled by word-of-mouth advocacy.” The “Nobody Likes Kettle Chips. They Love Them” rolled out with 30- and 15-second national TV spots, print advertisements, public relations, in-store marketing and digital advertisements.
“This campaign is about the unique passion and love people feel for Kettle Brand chips,” Tokusato added.
The television campaign launched on Oct. 16 during “Sunday Night Football” as well as on national network prime-time and premium cable channels, and will air on the opening game of the Major League BaseballWorld Series on Oct. 19.
Supporting the TV ads will be digital display and online video, along with print and in-store marketing to help support and encourage trial at retailers nationwide.
In conjunction with the advertising campaign, the company is giving away 30,000 bags of Kettle Brand Potato Chips in honor of its upcoming 30-year anniversary. Fans who register via Facebook will receive a coupon in the mail for a free bag while supplies last.
Recent results for the brand across several retail channels show that Kettle Brand potato chips grew 6.9 percent in the 12 week period and 14.2 percent in the four week period ending Oct. 1, according to Nielsen data.
Kettle Brand has manufacturing sites in Salem, Ore.; Beloit, Wis.; and Norwich in the United Kingdom. Kettle Brand products include more than 20 flavors and four varieties of potato chips, as well as tortilla chips.
Diamond Foods’ other brands include Diamond of California, Emerald and Pop Secret.