BITE Insight

Authenticity. We’re all searching for it. Our perfectly curated Instagram feeds are, supposedly, reflecting it. And so we want our brands to do the same. It is a trend that Joint and Kettle Foods have harnessed for Kettle Chips’ biggest UK multi-channel campaign to date: ‘Real Food. Real Pleasure.’

The campaign reflects the brand’s commitment to using only real ingredients in their crisps. It plays on consumers’ desire for the real, the authentic, the vintage, nostalgic and non-digital. From books to records, maps, photos and kisses, Kettle Chips focuses on the realness of each of these things, emphasising their importance.

The ad culminates in delicious wedges of cheese being cut and handfuls of fiery red chillies being thrown into the mix as a bag of crisps is tossed onto the table and casually torn open.

‘Real Food. Real Pleasure’ will run across TV, digital, VOD, experiential and social media, as well as through targeted messages from Kettle’s influencer network. The campaign highlights Kettle Chips’ belief that real is just better.