The new creative, developed by Joint, demonstrates KETTLE®’s commitment to growing the brand

KETTLE® Chips, the UK’s favourite hand cooked crisp brand*, has announced the launch of its new and exciting campaign ‘There’s more to KETTLE® than you think’™. This creative demonstrates a strategic change in direction for the brand in appealing to a wider, younger target audience, while challenging consumers to stop sleep-shopping in the snack aisle and embrace the entire range of KETTLE® Chips seasonings.

Launching ahead of the crucial Christmas period, this national campaign, developed by Joint, will be on TV screens for three weeks, launching with a slot in The Great British Bake Off. The campaign will also be supported by radio advertising until the end of the year.

The ad, which is fresh and humorous in its approach and tone of voice, will help to modernise the brand and increase awareness of KETTLE®’s wide range of delicious seasonings. KETTLE®’s significant £2.6m investment in the new campaign launch demonstrates continued commitment to growing the brand, as well as broadening its target audience.

Claire Hooper, Head of Brands at Valeo Snackfoods said: “With considerable investment and a full creative brief including TV and radio, this campaign will reach a massive 78% of ABC1 Adults in the run up to Christmas. It will demonstrate the breadth of KETTLE® Chips’ range of seasonings, encouraging consumers to try something new, while keeping us front of mind for consumers’ festive get-togethers.”

Seasonings in the KETTLE® range include Thai Sweet Chilli, Vegan Sheese & Red Onion, Mature Cheddar & Red Onion, Lightly Salted, Sea Salt & Balsamic Vinegar of Modena, Sea Salt & Crushed Black Peppercorns, and Sweet Chilli & Sour Cream, plus the brand’s delicious new Steakhouse Barbecue.

The KETTLE® Chips range is chef-created, hand cooked using 100% British potatoes, and includes nothing artificial. The full range is 100% gluten free and includes exciting vegan and vegetarian offerings – proving that there really is more to KETTLE® than you think.

KETTLE® Chips are available at all major retailers, RRP: £2.09.

To find out more about KETTLE® visit

*Source: IRI Total Hand Cooked Crisps Branded Category, Value Sales, 52 Weeks to 8th August 2021, Total UK.

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