Background
Kettle Chips are the high-status snack. Hand-cooked, high quality, supremely delicious. So, how do you act like a high-status brand – the Cartier of Crisps, the Burberry of Bar Snacks?
Idea
We designed our campaign 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. The typography is like something out of Vogue. Everything looks and feels exactly as you’d expect. Everything, except for one thing: our models always be hold a bag of Kettle Chips. Treating it with the same reverence and decadence as a bag from Chanel.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. In a world of otherwise spectacular high style, the bag is the gag.
Execution
I was lead designer on a competitive pitch that we won in 2024. The winning idea from the pitch was then rolled out on social, digital and OOH in Oxford street next to the London College of Fashion, near luxury stores and all over the UK during the festive season and London fashion week in February. Following the successful 'Klassier' crisp campaign we announced our sponsorship of the Women's Rugby World Cup 2025 - where Kettle was the official crisp supplier with 'An Impressive Pack'. A campaign celebrating women's grassroots rugby.
Concept - Pitch
Final Executions
Women's Rugby World Cup 2025 Sponsorship - Concept
Women's Rugby World Cup 2025 Sponsorship - Final execution
