Kettle Foods: Passport to Flavor

For the third campaign in a row, all natural snack-maker Kettle Foods joined with and complementary partner Maxwell PR to create a buzz around the new People’s Choice Kettle™ chip flavor. The idea behind the Let the people decide what the new flavor will be. Kettle Foods was one of the earlier companies to embrace the concept that customers, and not a parent company, own the brand. This has worked beautifully for the world we live in today.

The flavor choices that resulted from the campaign were Aztec Chocolate (yes, chocolate), Royal Indian Curry, Island Jerk, Chili Lime and Dragon 5 Spice. eROI was tapped to create the Flash website with creative inspired by authentic looking 19th century travel stamps from each flavor region. Blog comments for each chip flavor and old-world, customizable were integrated into the site. Not only did the site build an incredible community of Kettle brand loyalists, but it exceeded Kettle’s sales goals of Flavor Party Packs (using eROI’s e-commerce engine) and 24 million media impressions were generated.

Cherry on top? The site led to new retail deals with 3 major supermarket chains.