KETTLE Chips Has the Must Have Bag This Christmas

KETTLE Chips has kicked off the Christmas countdown with a campaign reaffirming their position as the ultimate aspirational premium-snack brand of the festive season.  

The tongue-in-cheek fashion shoot pastiche sees a flamboyant male model posing with a bag of KETTLE Chips, in a decadent room of yellow, gold and tan leather. The headline reads ‘the must-have bag this Christmas’, with a KETTLE Chips logo. 

Ogilvy UK’s world-leading behavioural science division provided the insights for the campaign. The ad’s headline and art direction remind audiences of KETTLE Chips’ higher status positioning in the snack brand category, while also not taking itself too seriously. The multi-channel campaign is rolling out across OOH, print, social and influence, as well as through paid media placements across YouTube and other platforms. 

The work is Ogilvy UK's debut campaign for Valeo Foods UK, the trading name for KETTLE Chips and other supermarket staples including Rowse Honey, after they became the group’s UK agency of record this summer. 

Michael Inpong, chief marketing officer, Valeo Foods UK, “‘The must-have bag this Christmas’ was one of those campaigns with a short turnaround but is so on the mark. We want to encourage more people to eat a little bit more luxury this Christmas, and the campaign’s irreverent tone allowed us to amplify KETTLE Chips’ high-end position without isolating any audiences. It captures our ethos perfectly and allows our personality to shine through.” 

Dede Laurentino, chief creative officer, Ogilvy Group UK, “This is a fun-first campaign for KETTLE Chips ahead of the festive season. It’s premium yet quite playful. And a very elegant production indeed: the snacks on the set were Kettle Chips, nothing less.”