- Kettle Chips pioneered the Premium Adult Snack Market with the launch of their hand cooked range in 1988
- Little competition until the launch of Walkers Sensations in 2002
- Unable to match the clout of Walkers at either consumer or trade level they did have a differentiating product benefit based on the use of all natural ingredients
- Develop an online communication plan as part of a 1:1 strategy focusing on trial and data-capture
- Created the brand proposition ‘Real Ingredients, Real Taste’ and integrated it throughout the website
- Introduced data-capture at different levels of the site including a viral game
- Renewed consumer interest by promoting the two ‘Seasonal Editions’ launched by the brand each year
- Store sampling and events with a focus on data-capture
- Emails focusing on the ‘Seasonal Editions directed consumers to downloadable coupons - different values based on when consumers last interacted with the brand
- An online panel, The Kettle Kitchen, established for research e.g. Seasoning Vote
- PPC
- Average monthly website visits increased by 1,200%
- Won a Webby Award
- The PPC campaign consistently drove around 3,000 consumers a month to the site at a cost of 20p per visitor
- The database grew by 275% and from having no email addresses to being mainly opt-in email
- Email campaigns consistently achieved store redemption levels of around 10-12%
- The introduction of a higher coupon value for incommunicative consumers reactivated their interest in the brand
