Kettle Foods
The Loud Food Club - Email
The Loud Food Club - Email
Brief: Kettle is the crunchiest potato chip. Summer promotion: The Loud Food Club URL: CrunchProud.com Presenter compares Kettles crunch to monster truck, lions roar, electric guitar. Sweepstakes: Enter to win free chips for one year. Materials: Membership kit includes interoffice disclaimer email, pictogram crunch courtesy instructions, pencil flag, crunch caution signage. Tag (new): Crunch Proud. Target: Moms and men Support advertising: P-O-P display case Newspaper FSIs Social media (Facebook, Twitter) Fans, friends, and eaters of Kettle Brand Potato Chips are now invited to join the Loud Food Club. The online promotion and sweepstakes is the first work from Cultivator Advertising & Design, Denver, for its new client, Kettle Foods, Salem, Ore. At www.CrunchProud.com , a Loud Food Club meeting leader (with bullhorn) compares the sound of a Kettle chips crunch to a monster truck, a lions roar, and a electric guitar. He invites new members to take the LFC Pledge and then to download a membership kit, complete with interoffice disclaimer email, pictographic crunch courtesy instructions, an LFC pencil flag, and loud food crunch caution signage. Also available are a $1-off coupon and sweepstakes entry for the chance to win free Kettle chips for one year (15 bags per month). The summer promotion is tagged Crunch Proud. It targets moms and men, and is based on research that showed Kettle that its chips are the crunchiest. Loud Food Club support advertising includes P-O-P (supermarket) displays, newspaper FSIs and social media outreach via Facebook and Twitter. Creative credits go to creative director/director Monte Mead, designer August Sandberg, and copywriter Sarah Sibley. Illustration is by Bret Bertholf, Denver, and website development is by Legwork Studio, also Denver. Video production company is Crosspoint, Lakewood, Colo. Kettle Foods produces great-tasting, all-natural snacks, including over 20 flavors and four varieties of premium potato chips, nut butters and trail mixes. With manufacturing sites in Salem, Ore., Beloit, Wis. and Norwich, United Kingdom, and distribution throughout North America, Japan, and Western Europe, it is, according to The Nielsen Company, the number one natural potato chip brand. www.kettlefoods.com
Client: Kettle Foods, Salem, Ore. Agency: Cultivator Advertising & Design, Denver CD/Dir.: Monte Mead Designer: August Sandberg CW: Sarah Sibley Illust: Bret Bertholf, Denver Site development: Legwork Studio, Denver Production Co.: Crosspoint, Lakewood, Colo. Breaks: June
