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Kettle Foods & 101 Launch ‘Tortilla’ Campaign



Bespoke, authentic paintings depict the new range

Kettle Foods & 101 Launch ‘Tortilla’ Campaign


Kettle Foods Ltd., the UK’s leading supplier of premium potato chips, has developed a creative campaign, in partnership with 101, to support their new range of Tortilla Chips that have recently been launched.
The new Tortilla Chips have been created around the traditional tastes of Mexico, flavours include Sweet Chilli Salsa, Nacho Cheese and Cool Sour Cream.  The chips have been developed ‘the KETTLE way’: authentically made with corn grown in Spain and seasonings made from real food ingredients to create an authentic tortilla experience. 
101 has created a print and digital campaign to support the launch that breaks across the UK this week.
The work has been developed to echo the authentic nature of the brand, based on a real truth that reflects Kettle Foods’ long-standing approach of using real food ingredients combined with an ‘artisanal’ approach to production, and so 101 commissioned a traditional sign-writer to hand-paint each of the print executions that make up the campaign.  Mick Pollard is one of just 300 sign-writers still working in the UK. His bespoke, authentic paintings depict the new range of chips, as well as separate ‘flavour by flavour’ executions. The work reflects Mick’s own character and perspective, whilst staying true to the ‘hand-made by KETTLE’ experience.
The digital element of the campaign includes MPUs, leader-boards and an in-skin as well as a short film about Mick and his work that will live on KETTLE’s Facebook and YouTube channels.
This is the first wave of communications 101 has produced for Kettle Foods since the creative company’s appointment last year. The agency leads the development of the brand’s comms strategy and positioning, through to all creative communications in the UK.
Andrew Slamin, Marketing Director, Kettle Foods Ltd. said: ‘We believe we have developed a genuinely great tasting new range as an exciting addition to current Tortilla offerings in the UK. This new campaign vividly reflects the authentic nature of both our brand and this product range, whilst having the visual impact to stand out in a busy media environment’
Mark Elwood, Founding Partner, 101 said: ‘’Kettle’s hand-cooked nature led us to creating something made by hand too. It was a pleasure to work with a real character like Mick the sign-writer, much better than try to achieve the same look and feel by cheating with an Apple Mac.’
Kettle Foods and 101 are currently developing the next phase of a wider brand campaign that will break across the UK in 2013.
Advertiser: Kettle Foods
Client: Andrew Slamin, Marketing Director
Agency: 101
Creative Director: Mark Elwood
Creative team: Tim Donald & Misha Newby
Photographer: Robbie Maynard
Signwriter: Mick Pollard
Film Editor: Nev Brooke
Music: Altitude Music
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