Kettle Chips pays tribute to its craftmanship in latest advertising campaign via Ikon, Sydney
Devotion and craftsmanship are at the heart of a new advertising campaign for Kettle Chips via Ikon Group Sydney.
The Kettle Odes campaign, directed by Graeme Burfoot and voiced by Australian actor Max Cullen, tells the story of lovingly-crafted Kettle Chips. The TV campaign is supported by radio, OOH, online video, plus path-to-purchase digital retail panels and major in-store sampling activity.
Ikon was briefed to develop the campaign aligned to support Kettle’s new packaging and flavours and was responsible for strategy, creative development and media.
Says Rob Martin Murphy, ECD, Ikon Group Sydney: “We really enjoyed relaunching the Kettle brand with our full-service team and Mark and Jen from Snack Brands. Working with Graeme, Max, White Chocolate, Noise and all the crew involved was also a great experience. I think the dedication to all their crafts comes through in the ads.”
Mark Fryday, marketing director, Snack Brands Australia, said the campaign reaffirms Kettle’s premium place in the chip category.
Says Fryday: “The campaign is a declaration of Kettle’s devotion to crafting the best tasting chips. It has a nod to the brands strong heritage, though it is done in a contemporary way and aims to appeal to those interested in quality food, made with care.”
The campaign will launch nationally on Sunday 5th June 2016 and will run until October.
Snackbrands Australia:
Mark Fryday – Marketing Director
Jennifer Geoghegan – Senior Brand Manager
Creative agency: Ikon Group Sydney
Executive Creative Director: Rob Martin Murphy
Art Director: Andrew Jones
Senior Account Director: James Trebilcock
Producer: John Staudinger
Integrated Client Service Director: Karyn Smith
Communications Director: Gemma Russell
Production Company: The Feds
Director: Graeme Burfoot
Producer: Jude Lengel
DOP: Danny Pope
Editor: Phil Horn
Post: White Chocolate
Sound: Kathleen Burrows, Noise International
5 Comments
We so much loved Lurpak, the food, pans and pots,
We thought we might steal just a few of the shots.
And then, what have we here? Well wouldn’t you know it?
We add a VO from a frustrated – but not very good at managing meter – poet.
How much longer do agencies think they can wheel out this hand-crafted bespoke recipe crap for? The product is produced in huge factories in massive vats and fryers. And the public know it.
When the chips are down and you don’t have even the slightest semblance of a half decent idea, resort to a badly written poem matched by a dull sequence of food shots.
The client may think they are getting a great ad full of food values, but all they are really getting is a generic piece of me-too advertising that lacks any sort of insight.
The average punter doesn’t know Lurpak. Nor do they care. The sound is crisp and the food yummy. Long story short. I’m hungry already. Job done. Back in your box haters.
the craft is in the making- the compositions, the cinematography and the the storytelling, the editing , the absence of jingle or music but spoken word, simple and effective , decluttered,pleasing to the eye and ear
job well and truly done , well crafted and appetising
now sell them a stronger idea whingers.