Communicate the brand's vision of putting the food into snack food and extend the advertising platform of 'Lovingly Hand Crafted'.
Enhance the brand personality and ramp up engagement amongst its consumers.
A dedicated micro-site was created, enabling its consumers to enter a unique code obtained from 150g bags of Kettle Chips. The site was hosted by head chef Chris Barnard, whereby, all participants were entered into a prize draw to win the headline prize of a handmade kitchen worth £35,000. Using a 'winning moment' mechanic, they also found out instantly if they have won one of 1,000 prizes hidden in the virtual kitchen - prizes range from designer appliances to lovingly crafted wine glasses and bespoke Kettle Chips bowls.
The campaign attracted over 150,000 entries strengthening Kettle Chips position as the UK's number one hand cooked crisp brand.