Our brief from Kettle Foods was to design their new baked crisps range.
The core communication centres around taste and appetite appeal, the challenge with this range was how we would bring to the fore the health benefits of the baked proposition.
Approach
Key to our brief was the provision of impact and differentiation on shelf, effectively communicating to the consumer the great taste experience and premium quality of Kettle crisps.
Results
The baked nature of the product is communicated by showing the ingredients in an earthen ware baking dish, enabling us to subliminally cue the less calorific process as a taste benefit, rather than a compromise.
