Kettle Chips and Tyrrells case study: effectively marketing authentic potato chips

DATAMONITOR VIEW

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