An Ad plan for Kettle Chips

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2. Executive Summary & Overview
Summary
Kettle Brand Potato Chips are an all-natural, healthier chip
alternative that is delicious as well. The problem is that when
people think of chips, they think of greasy and unhealthy chips;
we’re here to show people that this is not the case! We can
position ourselves apart from all the other chip brands by
emphasizing that Kettle Chips are only made with the best all-
natural ingredients and therefore taste great. Through our
campaign, we also want to show how Kettle Chips bring families
together. We want families to enjoy a summer barbeque on a
beautiful day with great tasting chips, but without the grease and
artificial ingredients. All in all, we hope to enlighten people
about a better tasting, better feeling potato chip: Kettle Chips.
Overview:
We, the Ad-Vengers, will be focusing on women in the 18-54 age
range, mothers of families young and old who make the
purchasing decisions when it comes to food. We will be
emphasizing the fact that Kettle Chips are made from all-natural
ingredients that come straight from nature into the chips that
people love. Our main media vehicles will be television,
Internet, magazines, and billboards. By the end of the
campaign, we hope to increase sales 8% and awareness by 80%,
vaulting Kettle Chips into the national spotlight as a more
delicious, all-natural potato chip. 2
Table Of Contents
Summary 2
Agency Brand Strategy 3
History of Kettle 4
Environmental Analysis 5
Competitor Analysis 6
SWOT Analysis 7
Objectives & Budget 8
Research 9
Brand Value Proposition 10
Target Market 11
Campaign Strategy 12
The Big Idea 13
Creative Overview 14
Creative Executions 15
Creative Testing 19
Media Objectives 20
Media Choices 21
Media Schedule 26
Media Budget 27
Brand Activation 28
Evaluation 30
Creative Brief 32
Meet Our Team 33

3. Agency Brand Strategy
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4. Kettle Foods History
- Cameron Healy founded Kettle Foods in Salem, Oregon1978
- The first batch of Kettle Chips was cooked
- Kettle Foods UK is founded
1989
1988
1982
- Kettle Chips goes organic and is the first to do so in the
market
2003 - Kettle Foods installs largest solar array in Pacific Northwest to use more green
energy
2007 - Kettle Foods establishes 2nd US Factory in Wisconsin
2011 - Kettle Chips launches their first national TV campaign
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5. Environmental Analysis
Competitive Forces: A few other brands have ventured into the all-natural chip industry, however Kettle is the
largest natural chip brand in the United States, making it the brand people think of first when they want a
healthy and delicious potato chip. Also, no one even comes close to Kettle in terms of environmental
awareness.
Environmental Forces: Kettle Brand is very concerned about the environment and reducing their carbon
footprint. The wasted oil from making their chips goes into making biodiesel, which fuels their company cars.
Further, their factory is fueled with solar and wind power, and in September of 2012 they won the EPA’s Green
Power Partnership Award. Lastly, while a fully recyclable material for their bags has not been found, Kettle
has removed the paper material from their bags, saving over 22,000 trees annually and preventing over
450,000 lbs. of packaging from going into landfills every year.
Legal/Regulatory Forces: The main regulatory force for Kettle Chips is the Food and Drug Administration,
which inspects all food made and ensures that consumers can eat it without being harmed. Every single one of
Kettle Foods’ chips has easily cleared the FDA. The only other regulatory forces are are individual state laws,
such as California’s Safe Drinking Water and Toxic Enforcement Act, which resulted in multiple chip brands
lowering the levels of acrylamide in their chips.
Sociocultural Forces: In recent years, many Americans have become very conscious of what they are putting
into their bodies. Every ingredient in Kettle Chips is all-natural, so consumers can be sure that they are
making the right health choice as compared to our competitors by choosing Kettle. Also, Kettle Chips are very
involved in sustainability and in their community by using wind and solar power and by giving more than
175,000 lbs. of potatoes to hunger relief every year, a very important trend in businesses today.
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6. Competitor Analysis
Strengths:
-embedded brand that is well
established
-target audience: women (ages 45-
54)
-lays applies to all economic groups
Weaknesses:
-considered junk food-
no association with healthy
snacking
-plain packaging- does not catch
your eye
-these chips are very salty and
greasy
Strengths:
1. Variety of potato chips
2. Target audience: women ages 35-44 and women
18-24
3. Unique packaging-prevents breakage
4. Good brand recognition
5. Readily available- distributed to supermarkets,
convenience stores
6. Marketed to a younger market
Weaknesses
1. Not natural product- many preservatives, highly
processed- don’t appeal to the health conscious
2. not true potato chips- made from flakes
3. Not seen as an upscale potato chip brand
4. Brand is missing the White and African
American market
Strengths
1. reduced fat potato chip
2. Use all natural ingredients
3. Appeals to an upscale buyer
4. Target audience: men- 18-24
Weaknesses:
1. Expensive
2. limited market (northeast)
3. smaller demographic range-
missing a women’s market and
older men ( over 24)
4. Missing families with kids
and married couples
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7. SWOT Analysis
OPPORTUNITES
-people want to be more
environmentally friendly
(especially people in liberal areas
of the country i.e. the west coast)
-since not many people know
much about the brand, it gives us
a good opportunity to sell kettle
chips as a product that will
please both kids and parents
-competitors have higher
brand awareness
-kids might not like the idea
of “a healthier chip” brand
thus limiting the target
market
THREATS
-not a lot of brand awareness on the
east coast especially
-serving sizes are smaller (especially
in comparison with competitor lays)
-more and more chip companies are
adopting the idea of kettle cooked
chips making it harder for them to
stand
WEAKNESS
-sustainable brand
-more natural ingredients
-perceived as “the healthier
alternative” to its competitors
-all products are gluten free
and kosher certified
- lots of flavors and options
(reduced fat, baked,etc) to
choose from
STRENGTHS
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8. Objectives & Budget
Marketing Objectives
Bring people that don’t like chips into the market with Kettle Chips.
Increase sales of Kettle Chips by 8%. Draw people away from other chip brand
using non-aggressive strategies. Increase awareness for Kettle Chips,
especially on the East Coast
Advertising Objectives
80% of target market will be aware of Kettle Chips. Target Audience is 18-
54 year old women. Advengers Agency will see a 60% comprehension, a 50%
conviction after the campaign is completed. This means that 60% of our target
audience will understand the message of our campaign is 75 with an effective
frequency
Time Frame - January 2014 - December 2014
Buildup to raise awareness during early months, then advertise heaviest
during late spring, summer, early fall. Special advertising campaigns during
Earth Day, July 4th, Labor Day and college football season
Budget Summary
The Advengers were given a 15 million dollar budget. These
graphs show where we allocated those funds.
Television
35%
Magazines
31%
Internet
31%
Billboard
3%
Sales
Television
3,150,000
Magazines
2,817,490
Internet
2,760,000
Billboard
231,124.42
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9. Research
Research objectives
- see what people like to snack on
- how familiar people are with Kettle Brand Chips
- what kind of people buy Kettle Chips right now
Primary Research
The first thing we did was conduct a focus group
with young college students to determine what kind of
food they like to snack on. We learned that most do not
like to eat chips as snacks as they find them to be greasy.
We also discovered that there is some confusion between
Kettle Brand Chips, Cape Cod Chips and kettle cooked
chips in general
The next thing we did was to observe people
shopping at Tops and Wegmens. We were curious to
know if Kettle Chips were available in a lot of stores on
the East Coast, which stores they were stocked in and
where they were stocked in the store. We also wanted to
know what kind of people buy Kettle Chips. We learned
that they were not stocked along with Lays Chips (which
has it’s own aisle at both stores), but in the organic foods
aisle. We also noticed that many older people tended to
gravitate towards the Kettle Chips
Secondary Research
We also monitored them on social networks
like Facebook and Twitter to see how many
people were talking about the brand and to see
what they were saying. By looking at the
Facebook comments and tweets, Kettle Chips is
perceived very well among it’s audience.
To look at what kind of things interest our
audience, we researched on MRI + focusing on
women 18-54 since that is our main
demographic. We learned that they are health
conscious , intelligent and well informed.
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10. Brand Value Proposition
Functional: Kettle Chips are the healthier alternative to the regular potato chip because
they are made with all-natural ingredients. They come in fourteen different flavors and
also offer baked, reduced-fat, “krinkle cut”, and organic options. At the end of the day
Kettle Chips are made for people who want to have a real snacking experience with no
artificiality.
Emotional: People who eat Kettle Chips know what they’re getting because cook their
chips in the finest all-natural oils. They don’t use any trans fat, any MSG’s, or any
artificial colors or flavors. They’re also gluten-free, making this a perfect choice for
people with Celiac or allergies.
Self-Expressive: Families that love Kettle Chips love them because they love the deeper,
richer taste and they love the variety that Kettle Chips offers. From Maple Bacon to Salt
and Vinegar to Jalapeno Jack, there is guaranteed to be a Kettle flavor that you and your
family can enjoy. Further, Mom and Dad can be satisfied knowing that the chips that
their family loves are made with the freshest all-natural ingredients. Lastly, families that
buy Kettle Chips buy them because they know that Kettle Brand is an environmentally
responsible company and are active in keeping our world clean.
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11. Target Market Profile
Lindsay
Lindsay is a 29 year old and working as
a media planner in New york city. She
is married and has a young son.
Lindsay and her family like to stay
active and healthy along with being
careful with what they eat. She also is
always looking to be more
environmentally responsible. Lindsay is
looking for a snack that she can crave
but one that won’t make her feel guilty
about not having enough time to go for
a run this morning
Sarah
Sarah is a 37 year old married mother of
two kids (one girl, one boy) from Seattle,
Washington. She received her physical
therapy degree from the University of
Southern California and now works as a
physical therapist in Seattle. Besides
being a mother of two she is involved in
fitness classes and is very concerned
about weight and dieting. She is looking
for a potato chip brand that she and her
family can enjoy together. Sarah cares
about her family’s well being and tries to
keep them active. 11

12. Campaign Strategy
The Challenge: Our challenge is to show our target market that there is in fact a
potato chip brand that they can eat without worrying about any artificial or
harmful ingredients. We also have to show that choosing all-natural
ingredients does not mean you have to sacrifice great taste.
The Key Insight: After researching our target market, we found that people’s
first thought when they think of potato chips is of greasy, unhealthy chips, and
they assume that when they eat chips that they are going to be bad for you. We
have to change that.
The Solution: The Ad-Vengers aim to bring Kettle Chips into the public
spotlight as an all-natural chip alternative that doesn’t sacrifice great taste.
When people choose a snack they don’t have to settle for greasy, artificially
made chips.
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14. Creative Overview
Creative Strategy
When researching our target audience, we learned that when people eat potato
chips. They want them to be more healthy, less greasy. This inspired us to focus on the
fact that because Kettle Chips is made from all natural ingredients. So not only is it a
healthier alternative to other potato chip brands, but they also taste delicious
Art Direction
The ad executions really highlight the fact that Kettle Chips are all
natural. To this we shot bags of Kettle Chips among leaves and plants to
send the message that Kettle Chips come straight from nature. Also the
color for the Kettle Chips logo and tagline will vary depending on the color
of the chip bag
Copywriting
The copy for this campaign is nature’s never tasted so good. This
tagline encompasses the idea that Kettle Chips are all natural and taste
delicious.
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15. Print Advertisements
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16. Print Advertisement
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17. TV Ad Storyboard
A group of friends are sitting down
Watching the game, and it’s at a tense
Moment.
As their anxious faces are shown, the narrator
Explains how important this moment is for
Both teams.
“It’s up…AND IT’S GOOD!” Half of the room cheers
And the other half groans.
“Oh yeah, It’s definitely
Kettle Season.”
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18. Billboard & Online
This billboard is going to be displayed in
major college football towns before and
during the season, and the colors/copy
will be changed depending on the town.
The example here is for Ann Arbor,
Michigan.
Billboard
Online
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19. Results of Creative Testing
After showing our ads to women in our target market, we got a great
positive response. Most women commenting on how they loved the
emphasis on the organic aspect of the chips. They also found the colors
to be aesthetically pleasing to them. They also found the concept of the
chips being in nature to be very intriguing and interesting.
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20. Media Objectives
Target audience
Our target audiences we are trying to reach are mothers between the ages of
24 and 54, ranging from young mothers with small children to older mothers
with kids in college, especially kids who play on college football teams. We want
these mothers who are the purchase decision makers to choose a healthier potato
chip for the small children, older children, and husbands. The audience is
focused on living a healthier lifestyle and wants to make smarter choices for their
family. These mothers with older kids in college on sports teams will want to
choose a healthier chip for their tailgates and viewing parties.
Geographic scope
The geographic scope of our campaign will be a combination of national
and regional. Television and magazine will be national and billboards will be
executed regionally. We are focusing on parts of the South and Midwest in large
college football towns and cities such as Columbus, Ohio, Auburn, Alabama and
Dallas, Texas.
Message Weight
We will heavy up our advertising by both time of year and geographic
location. For our cities we will heavy up the advertising to accommodate the
college football season during the months of August though early December. We
will advertise nationally and regionally for the Summer and the holidays that are
during this season, like Independence Day and Memorial Day.
Media Strategies
a. Reach – 75, Frequency – 5
b. We are going to be continuous with our
Internet advertisement throughout the
year, but for TV, Magazine and Billboard
we will be using a flighting technique for
our ads.
Dimensions:
a. TV - :30 second commercial
b. Magazine – 1 Full color page ad with
bleeds
c. Internet – Leaderboard ads (728 x 90)
pixels
d. Billboard – 14 feet x 48 feet (standard)
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21. Media Choices: TV
Duck Dynasty
(Weekdays between 5:30pm and 11:30pm)
This show which is aired on A&E is one of their most popular shows. This
show plays between the hours of when children are home from school and the
parents are home from work. Since it runs late as well, mothers and fathers
can watch the show together once their children go to sleep as a “guilty
pleasure.”
Bear Grylls: Escape from Hell
(Thursday at midnight, and Wednesdays at 10:00pm)
Bear Grylls is a survival expert making survival shows on The Discovery Channel. He is
incredibly popular and entertaining to watch. This is a show that college students can
enjoy to watch when home with their parents from school, but also the parents enjoy
the show themselves.
Chopped and Diners, Drive-Ins, and Dives
(Chopped: Tuesdays 10pm EST, Diners: Wednesdays at 10pm EST)
These two shows are some of the most viewed shows on the Food
Network. They get a lot of airtime giving us a chance for mothers to see
our advertisements. These are the shows that are appropriate for
families to watch together where children and mothers will be seeing the
advertisement together. These shows are also on late-night to be
accessible by the mothers who want to enjoy a “care-free” relaxing show
by herself.
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22. Media Choices: TV
Sport Center
(weekdays 7:00pm EST)
To help target our mothers with children in college and on sports teams, we chose to air
our ads on Sports Center. This show is a detailed look into the big sporting events and
games going on across the nation, touching on college athletics as well as professional
teams. These mothers would tune into this channel to watch recaps and highlights of
their children’s game.
Anderson Cooper 360°
(Wednesdays 8pm EST)
Anderson Cooper discusses the biggest debates and stories making
headlines. This is a perfect show for our target audience because the
mothers who are at work all day and did not get to see the news, can
come home and relax later in the evening catching up on all the biggest
stories.
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23. Media Choices Magazines
Better Homes and Gardens
Circulation: 7,624,505
This magazine is catered to women directly in our target audience demographic and
psychographic. Mothers will buy this magazine to be inspired in style, food, family and love. This
is the prefect place to have an ad where mothers will most likely see it and be exposed to our message.
Woman’s Day
Circulation: 3,394,754
Woman’s Day is an everyday magazine that women of an older age enjoy to read. It
discusses ways to improve aspects of their home, health, fashion, fitness,
relationships, and entertainment. The magazine provides women with information
they can use to enhance the quality of their lives.
People
Circulation: 3,542,185
People Magazine is a huge household name that makes its success through
subscriptions to homes. It contains insightful, compassionate and
entertaining coverage of the most intriguing people in our culture, from
extraordinary people doing the ordinary-to-ordinary people caught up in
extraordinary circumstances. Mothers of all ages will buy this magazine on
their way to work, sitting at the train station, or just to read for fun at home.
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24. Media Choices: Internet
ESPN
This is the place that many college students use to stay updated on all the sports news. Mothers can go online
during their child’s game season and check statistics and highlights of games they have missed.
Pandora
One of the most popular online radio stations available, mothers of all ages tune into the radio stations that
they can customize themselves giving them a better chance of being exposed to our advertisements. Mothers
listen to Pandora in the car, at work and while at home doing her daily activities.
WebMD
When a child gets sick or is having symptoms of something, WebMD is the first place mothers go to find more
information about remedies, and health risks. The results are immediate and very helpful for all parents.
Amazon
This is the biggest online shopping retailer that offers great prices and savings for all families. Mothers of all
ages, from having young kids to kids in college, can purchase items such as diapers all the way to textbooks.
The Weather Channel
On a daily basis do people need to know the weather for travel, academic and vacation reasons. The Weather
Channel offers a ton of features to having the most accurate weather report, very easy to navigate, and gives
information about closed schools and upcoming weather alerts, which mothers are interested in knowing for
their family.
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25. Media Choices: Billboards
We have decided to place outdoor ads in some of the biggest college football
cities in America. These six locations are specifically picked for the huge
universities that reside in them. Supporting mothers and families come to these
events at the schools, sometimes from very far away, where they tailgate or
throw viewing parties for their team. This is a great way to get these mothers
exposed to our football ads during football season promoting Kettle Chips as
the choice of snack to watch during Football.
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26. Media Choices: Schedule
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27. Media Budget
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28. Brand Activation
Kettle Chips next big flavor competition
Identify: Kettle Chips are, we will hold a new flavor competition during the
college football season.
Objective: to get our target audience to become more interactive with the brand
Strategy: With the sports rivalry will also come a rivalry between which flavors
win. Each College team will vote on a flavor for their campus. The winning flavors
from each campus will then go head to head for the rest of the season, associating
that flavor with the team. Each campus will have its own flavor to root for and at
the end of the season the winning flavor will be reveled. They will also better
understand how natural our chips are because of the slogan for the competition. “
Kettle Chips are natural, so are ideas. The Kettle Chips next big flavor series.”
When timed properly with our college football campaign the Kettle Chips brand
will not only be well known, but popular.
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29. Brand Activation
The Kettle Chips IPhone & Android Game
Identify: the Kettle chips game will be a free game that will be made for the
purpose of public awareness. It will be set up as a station and time based game
much like the chipotle iPhone game.
Objective: to show all the natural ingredients that are used in Kettle Chips and
promote a healthy living style
Strategy: essentially a timing game where you try to make specific natural
flavors of kettle chips but you can get upgrades and point. The goal is for this
game to become a iPhone game fad like Candy Crush and Fruit Ninja.
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30. Evaluation
We will be doing some of our football-based ads in the early months, during Super Bowl
season, and so will see gains there. Then we will see marginal increases during the next
few months as we will only have our internet ads running. As summer rolls around, we
should see increases skyrocket because we will be restarting the ads on TV and in
magazines and run them heavily. The gains should stay somewhat strong through the
rest of the year.
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31. Evaluation
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