I hate it when that happens …

Punch line: Hate when your chips get stuck in the vending machine? You are not alone … Kettle brand launches its first, dialogue-free, national tv campaign, inspired by consumers’ passion for Kettle’s all-natural potato chips.

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Excerpted from mediapost.com, “Kettle Brand In First National TV Campaign

After 30 years of heavy reliance on word-of-mouth advocacy, Diamond Foods, Kettle Brand Potato Chips are getting star treatment with a major new campaign that includes the brand’s first national television advertising.

The campaign, themed “Nobody Likes Kettle Chips. They Love Them,” kicked off this week with national TV spots, print ads, public relations, in-store marketing, digital display ads, online video and social media ….

The humorous, dialogue-free TV spots portray fans of the batch-cooked, all natural potato chips in everyday moments in which they are eagerly anticipating satisfying their craving for the chips, only to have their hopes dashed by various glitches.

One spot shows a boy’s crushed expression as his teacher confiscates his secret bag of Kettle Chips (and proceeds to eat them herself). In another, a man at work desperately scrounges up enough change to buy a bag of the chips; his facial expression shifts from excited to gravely disappointed as the bag gets stuck in the vending machine …

The campaign’s creative was inspired by real consumers describing their passion for the chips and “the extraordinary lengths they go to during ordinary moments to get, save and enjoy their favorite Kettle Brand chips.”

Diamond Foods reports that Kettle Brand’s U.S. sales in mass retail channels increased by 6.9% during the 12-week period ending Oct. 1, per Nielsen FDMx data …

Edit by KJM

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