Leading UK premium crisp brand Kettle Chips is bringing excitement to the Single Serve snacks category by introducing a new promotion across its handy pack range.
In February 2016, Kettle Chips will launch the ‘Win a Taste of Luxury’ competition on its full 40g range, including 4 price marked packs. For the third year running, the handy pack promotion will run during the spring. Prizes range from Fortnum & Mason hampers, to designer handbags, to a five star Harrods shopping trip and all entrants will also go into the grand draw to win the top prize of a glamorous Monaco break with a private yacht trip.
The competition is designed to reflect Kettle Chips’ brand postioning as a little luxury and encourage consumers to trade up when snacking on the go. Regularly purchased as a treat, Kettle Chips is aiming to repeat the success of the 2015 handy pack competition to win the ‘Ultimate Treat’. This was highly popular with consumers and within Convenience helped sales of the Kettle Chips handy pack range increase by 5.5% year-on-year (way ahead of the category which is in decline), and position Kettle amongst the top 10 single serve brands.
Jim Couchman, Kettle Foods’ head of Impulse states: “We encourage retailers to stock up on the Kettle Chips promotional packs to drive sales of their single serve premium crisps. Already purchased as an on-the-go treat, we are confident that the Taste of Luxury competition will be highly appealing to consumers and further increase sales.”
From February 2016, the promotion will appear on 10 million handy-packs on the top six seasonings of Lightly Salted, Mature Cheddar & Red Onion, Sea Salt & Balsamic Vinegar, Sea Salt & Crushed Black Peppercorns, Sweet Chilli & Sour Cream, and new Crispy Bacon & Maple Syrup, as well as 4 price marked packs. It will be supported by a trade press advertising camapign and promotional POS ranging from dump bins for retailers, to branded bus stops and pallet wraps within Cash & Carry depots. To amplify the on pack even further a programme of consumer and social media activity is planned for the spring.