Kettle Chips are the high-status snack. Hand-cooked, high quality, supremely delicious.
So, let's act like a high-status brand – the Cartier of Crisps, the Chanel of Chips, the Burberry of Bar Snacks.
We shot our bags of crisps in the same style as luxury designer handbags. Our scenes are always unmistakably opulent, high fashion - with drop-dead gorgeous models in crazy OTT outfits, in typical fashion poses, and absurd positions. Everything looks and feels exactly as you’d expect. Everything, except for one thing: our models will always be holding a big bag of Kettle Chips. Treating it with the same reverence and decadence as a £10,000 bag from Burberry or Chanel or Gucci.
It might seem like a bit of an imposter at first. It might inspire a sort of double take. Is that a bag of Kettle Chips? But it’s delicious and well worth its place. Bold, creative, absurd, these magnificent scenes feel straight out of Vogue. Everything is always as it should be, apart from the bag.
In a world of otherwise spectacular high style, the bag is the gag.
I was Creative Design Director across the pitch, the 'Klassier' campaign and the most recent sponsorship of the Women's Rugby World Cup 2025 - where they were the official crisp supplier for the event.
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