Food marketing has become a critical part of how consumers interact with the food they eat. Because we live in a society that is hyper-infused with countless food ads, branding, commercials and packaging all striving to grab the attention of our growling stomachs, food marketing has become a treacherous field of companies competing against companies to instantly target the stomachs and wallets of busy consumers.
We love this print campaign by Kettle Chips which celebrates and echoes Kettle’s own process for creating their perfectly seasoned handcooked chips by using ‘real food ingredients’ not flavourings. The brand did this by enlisting sculptors to recreate Kettle crisps packets out of different materials to show the association between Kettle chips and craftsmanship.
The materials used were:
A great campaign that captures the essence of Kettle crisps, by continuing the association between Kettle Chips and craftsmanship as well as offering something different and interesting for the consumer!
This is not the first time that Kettle has celebrated craft in a campaign, in the below video they worked with a contemporary embroiderer who stitched the packaging and ingredients to emphasise the authenticity of the ingredients, having been ‘picked, gathered and grown’.
It also cleverly ties in with their online presence and even ‘hand picked’ website competitions