Kettle Brand Aims to Score With Eco-Tailgating Campaign
Diamond Foods’ Kettle Brand all-natural potato chips and green living expert, author and TV host Sara Snow have teamed up for the national “Tailgate Au Naturale” marketing campaign to help consumers enjoy a more eco-friendly football season.
“We see an opportunity to leverage our all-natural products and sustainability heritage to encourage tailgate enthusiasts to take small steps toward reducing their impact on the environment,” explained Kettle Brand marketing director Julie Dunmire. "We want to help sports fans have a great time while embracing environmentally friendly practices.”
Running through the college football snack season and ending Dec. 20, the integrated promotion encompasses national PR and online advertising, local-market college tailgating events, and in-store marketing. To drive consumer excitement and demand, select retailers will feature in-store product displays themed for football season, and a national $1-off coupon dropping Oct. 10 encourages consumers to stock up on the snack before games.
Scheduled large-scale local in-market activities will take place in Los Angeles (Oct. 16 USC vs. Cal game) and Miami (Oct. 23 Miami vs. UNC game), at which Kettle Brand will offer product samples and interact with consumers, who will experience a branded, designated “green space” within the fan tailgating area and have the chance to win prizes.
Snow developed exclusive campaign content such as consumer-friendly tips featured on www.kettlebrand.com/tailgating. Additionally, an interactive quiz and sweepstakes will provide chances to win instant prizes and a Tailgate Au Naturale Grand Prize package including a tailgate tent adorned with the winner's favorite college team's logo, an eco Barbeque grill, a solar-powered radio, a cooler, eco party ware, Kettle Brand Potato Chips and a grocery gift card.
Online support for the campaign also includes interactive social media content on the Kettle Brand Facebook page and Twitter profile.