Using PR to Spark Buzz with Kettle Foods' People's Choice Program

Challenge

To fend off increased competition from mainstream consumer brands entering the natural food category, Kettle Foods invested in a PR program to increase brand awareness and drive product trial in support of its national sales push.

Solution

By leveraging the cult following of the brand, Maxwell PR created the annual People's Choice campaign, inviting fans of Kettle brand Potato Chips to choose its next flavor. Out of hundreds of flavor ideas submitted each year, five are put up annually for consumers to vote online. The third installment of the promotion is now underway at www.PassortToFlavor.com.

Party Packs, introduced in the second year, brought the program to life and have proven to be a critical component to building buzz among consumers and media pre-launch. Sampler packs of limited-edition flavors are sold through the website, and consumers are encouraged to host tasting parties to experience potential new flavors before they hit the shelves and speculate on which will win -- making for good stories for blog chatter and great ink.

Results

The buzz generated by the pre-launch marketing strategies of the People's Choice campaigns have so far resulted in the most successful product launch in company history (as measured by sales), Spicy Thai, introducing Kettle brand Potato Chips to a new group of consumers.

Substantial media coverage has appeared every year, including Good Morning America, Parade, Saveur, Real Simple, Better Homes & Gardens, USA Today, New York Times, NPR, The History Channel's "American Eats" show, as well as influential blogs, including Coolhunting.com and Uncrate.com.

As the company's primary driver of website traffic and newsletter sign-ups, the People's Choice promotion has earned its role as Kettle Foods' core marketing initiative, embraced by the company as an annual campaign due to its success generating media, word of mouth buzz, and outstanding initial post-launch sales.

Credit Information
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Client: Kettle Foods
Agency: Maxwell PR
Budget: $20,000 (PR budget only)
Date of Campaign: Annual campaign launched Jan. 05
Case Study URL: www.maxwellpr.com/blog