Our challenge was to call out the key RTB for the brand – that the seasonings have been developed in partnership with other great British brands.

The chosen design uses a Chef’s wooden chopping board as a natural canvas for the beautifully photographed ingredients and variant information.

Kettle’s Head Chef, Chris Barnard has been with the company since it’s inception 25 years ago. No other crisp brand makes claim to having a resident Chef. This is used across all touch points to highlight the brand’s foodie credentials. The name Chef’s Signature is redolent of a fine dining experience where it is expected that the Chef of the establishment is famous for a signature dish, or two.

A chopping board in the chosen shape was created by a model-maker with the desired levels of colour, wear and grain. This board also appeared in the ATL campaign. A hand finished brand logo was created to reflect the premium qualities of the product that complements the iconic KETTLE brand logo. A sophisticated, rich colour palette was developed to reflect the premium foodie cues of the seasonings and add appetite appeal.

A high quality, heavyweight substrate was used to communicate premium cues. The Chef’s Signature range has the added benefit of a re-sealable sticker, found on the back of pack, in the form of Chef Chris’ apron! A tactile finish has been used so that the chopping board provides the feel of the wood and a gloss varnish has been used to really enhance the food ingredients on the front of pack.

The Chef’s Signature range is now worth over £1m at RSV in incremental sales for the company.

Building on their heritage as the original sharing crisp brand which created the category over 25 years ago, KETTLE’s brand mission is to Put the food into snack foods

The product launch was supported by an above the line campaign, along with consumer PR and Social Media support. The press advertising appeared during November and December, in the run up to Christmas. The ads tell the story behind the new range, providing an insight into Chef Chris’s recipe book and his inspiration for the new products.

Consumers wanting to experience the very best in chips:

• Likely attracted by the ‘best in class’ food provenance of the ingredients

• Who also want to impress friends when sharing

• Who are are less price sensitive, possibly also prone to buying whatever is the most expensive and premium looking.

Kettle Foods Ltd are the creators of the original sharing crisp brand in the UK. For over 25 years Chris Barnard has worked as Head Chef for the company and has lovingly crafted the best seasonings and honed the kettle drum cooking method for the brand. For the first time Chris has collaborated with outstanding British suppliers to bring together some of the very best ingredients to create a new signature range for the brand.

Our brief from Kettle Foods was to create the identity, name and packaging for the range. The new design communicates the ingredient story and provenance, Chris’s expertise and the cues the premium nature of the range to differentiate it from other ranges within the Kettle Chips portfolio and competitor brands.