Kettle Chips and Tyrrells Case Study: Effectively Marketing Authentic Potato Chips

Content

• Catalyst
• Summary
• Analysis
  • Kettle Chips
  • Kettle Chips communicates authenticity by emphasizing ingredient provenance and quality
  • Kettle's website clearly states ingredient origins and related quality
  • Some Kettle varieties are very specific about the type of ingredient used, helping them stand out from competitors
  • Kettle has introduced the 'Kettle Kitchen' range using source ingredients from smaller producers, thereby adding a further artisanal quality
  • The company employs an experienced restaurant chef to collaborate on new flavor variants, adding to the status of the brand
  • Kettle Chips markets its naturalness to absolve itself from criticisms of unhealthy makeup of potato chips
  • Criticisms of high fat and salt content are defended by stating the chips are 'small indulgences' with an adult target
  • The company has an all natural ingredients policy which is stressed in marketing and taglines
  • A package redesign in 2005 further emphasized its all natural promise
  • IT claims to have launched the first real chicken flavored crisp in the UK using natural ingredients
  • The company has introduced an organic and non-potato line to further target the health trend
  • Kettle has capitalized on the trend towards 'user-generated content' to further engage target consumers
  • The trend of user-generated content has encouraged premium food manufacturers to undertake this form of marketing
  • Kettle engages in user-generated content by encouraging website visitors to suggest new flavorings and write about their perfect 'Kettle Moments'
  • Tyrrells markets authenticity by emphasizing its 'small business' values and brand heritage
  • Tyrrells was set up by a potato farmer disillusioned by supermarkets
  • The company only sells to independent retailers because of this
  • Tyrrells controls the whole production process by farming and packaging its own potato chips
  • Tyrrells fries in small batches using old potato varieties, emphasizing tradition to get a 'home-made' taste
  • The range features old fashioned photos on the pack covers that emphasize tradition
  • Tyrrells' crisps are bagged in see-through packaging to exude their freshness
  • Marketing communications and new product variants help ensure Tyrrells is perceived as a modern, forward-thinking brand
  • The Naked variety features naked women on the pack to playfully promote product formulation
  • A limited edition Tyrrells variant for Valentine's Day featured an unusual sweet flavor
  • Tyrrells attempts to engage consumers by tapping into their desire to contribute to brand extensions
  • The company encourages consumer participation with a 'create your own flavour' competition
  • Tyrrells has launched seasonal chips that are designed to complement the weather
  • Tyrrells plans to use its small potatoes to create its own brand of vodka, undertaking an unusual brand extension
• Appendix
  • Case study series
  • Methodology
  • Secondary sources
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Kettle Chips specifies where it sources its ingredients on its website
• List of Figures
  • Figure 1: Some Kettle varieties are very specific about the type of ingredient used, helping them stand out from competitors
  • Figure 2: The Kettle Kitchen' range uses source ingredients from smaller producers, thereby adding a further artisinal quality
  • Figure 3: The Tyrrell range features old fashioned photos on the pack covers that emphasize tradition, while see-through bags exude their freshness
  • Figure 4: Marketing communications and new product variants help ensure Tyrrells is perceived as a modern, forward thinking brand