Kettle Chips, the hand-cooked crisp brand, has joined forces with LOVEFiLM, the UK’s largest online DVD rental service and entertainment website, to promote the idea that the crisps are an ideal companion to watching a movie at home. To back the partnership, consumers can win a range of prizes including an LCD television.
A Kettle-branded LOVEFiLM envelope is being sent to LOVEFiLM subscribers to encourage consumers to go to the rental service’s website and use the Kettle Chips Movie Matchmaker to generate suggestions for films to rent. Using the Matchmaker also allows entry to an online competition with prizes including the LCD TV.
The mailshot also includes a money off coupon while Kettle Chips digital advertising will appear on LOVEFiLM.com. The campaign should reach over three million people.
Kettle Chips is also being backed with a national television campaign to prompt purchase in the run up to Christmas. Kettle Chips marketing director Andrew Slamin says: “The LOVEFiLM promotion clearly positions KETTLE® Chips as part of the “wind down” occasion at home and the TV campaign allows us to communicate the unique benefits of our product in a simple and engaging way. We are confident that our proposition is appealing to consumers and this support activity will continue to drive brand awareness and trial.”