Kettle Foods: KETTLE RIDGE CRISPS

Credits & Description:

Category: ii. Core FMCG
Advertiser: KETTLE FOODS
Product/Service: KETTLE RIDGE CRISPS
Agency: TURNER DUCKWORTH
Agency: TURNER DUCKWORTH
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Design Director: Clem Halpin (Turner Duckworth: London & San Francisco)
Designer: Jamie Mccathie (Turner Duckworth: London & San Francisco)
Illustrator: Geofferey Appleton (Geofferey Appleton)
Illustrator: Jamie Mccathie (Turner Duckworth: London & San Francisco)
Artworker: James Norris (Turner Duckworth: London & San Francisco)
Media placement: Flame Steak Flavour Crisps - Supermarkets - 1st December 2011
Media placement: Cheese & Onion Crisps - Supermarkets - 1st December 2011
Media placement: Spicy Chilli Crisps - Supermarkets - 1st December 2011
Media placement: Salt & Malt Vinegar - Supermarkets - 1st December 2011
Describe the brief from the client
Our brief from Kettle Foods was to communicate the everyday youthful positioning of Kettle Ridge Crisps.
Describe the challenges and key objectives
Key to our brief was the provision of impact and differentiation at fixture, from both parent brand Kettle Chips and the competitive set.
Describe how you arrived at the final design
A subtle alteration to the naming hierarchy allows ‘Ridge’ to pack more of a punch. Our solution sits comfortably with the Kettle mother brand’s sophisticated foodie credentials while the illustrations have a cheeky wit and clever double meaning adding character and edge.