• 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 they did have a differentiating product benefit based on the use of all natural ingredients


  • Develop an online communication plan as part of a 1:1 strategy focusing on trial and data-capture


  • Created the brand proposition ‘Real Ingredients, Real Taste’ and integrated it throughout the website
  • Introduced data-capture at different levels of the site including a viral game
  • Renewed consumer interest by promoting the two ‘Seasonal Editions’ launched by the brand each year
  • Store sampling and events with a focus on data-capture
  • Emails focusing on the ‘Seasonal Editions directed consumers to downloadable coupons - different values based on when consumers last interacted with the brand
  • An online panel, The Kettle Kitchen, established for research e.g. Seasoning Vote
  • PPC


  • 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 by 275% and from having no email addresses to being mainly opt-in email
  • Email campaigns consistently achieved store redemption levels of around 10-12%
  • The introduction of a higher coupon value for incommunicative consumers reactivated their interest in the brand


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