KETTLE® Chips pioneered the Premium Adult Snack Market with the launch of their hand cooked range in 1988
Little competition until the launch of Walkers Sensations in 2002
Unable to match the clout of Walkers at either consumer or trade level but they did have a differentiating brand proposition around the fact they use all natural ingredients and absolutely nothing artificial, ‘Real Ingredients, Real Taste’

Develop an online communication plan as part of a 1:1 strategy focusing on trial and data-capture
Communicated something new from the KETTLE® Chips brand to re-new consumer interest in it

Integrated the ‘Real Ingredients, Real Taste’ proposition throughout the website and introduced data-capture at different levels including a viral potato game, ‘Katch22’
PPC and offline e.g. sampling, with all customer data going into a database
Regular email campaigns focused on the 2 Seasonal Editions to bring excitement back to the brand
Emails used tactically and directed consumers to downloadable coupons - different values based on when consumers last interacted with the brand
The ‘KETTLE® Kitchen’ was established, an online panel used for research e.g. Seasoning Vote

Average monthly website visits increased by 1,200%
Won a Webby Award
The PPC campaign consistently drove around 3,000 consumers a month to the site at a cost of 20p per visitor
The database grew from around 40,000 to 150,000 and from no email to 46,000 opt-in email addresses
Email campaigns consistently achieved redemption levels of around 10-12% with the introduction of a higher coupon value for ‘incommunicative’ consumers reactivating 8,000 of them