Leading snacking brand Kettle Foods, which is home to the nation’s favourite hand-cooked crisp brand, Kettle Chips, and one of the UK’s fastest growing Popcorn brands Metcalfe’s, has appointed The Lucre Group to be its UK agency.
A six-figure appointment which follows an extensive pitch process, The Lucre Group, encompassing Lucre ‘Search Savvy PR’ and RICH ‘Content that moves you’, will handle PR across the entire brand portfolio.
Strengthening the agency’s food and drink credentials further, Lucre’s remit will span both digital and traditional media with content creation and seeding via its in-house RICH division in support.
With a number of new products in development, a key part of Lucre’s role will be brand and SKU launch to both the trade and consumers, driving awareness, engagement and of course sampling. Appointed in August, the first campaigns are set to go live in October. In the meantime, work is already underway on supporting the existing range and seasonal variants in the lead up to Christmas.
Kizzy Beckett, Senior Brand Manager, Kettle Brand, said: “Lucre’s love of food oozed from the first meeting and their ethos mirrors our own to make for a perfect partnership. That combined with their Search Savvy approach, which is audience-led but google-aligned, fits perfectly with our strategy. It is an exciting time right now for Kettle Foods with huge investment taking place in our products, factory and people, so The Lucre Group will be a vital partner in helping us to effectively share that via both traditional press and digitally.”
Tamarind Wilson, Lucre co-founder and Director added: “With a wealth of experience in snacking, this latest win is the perfect complement to our existing portfolio of Food and Drink clients. Kettle Chips is a household name and being part of the team, which helps spread the word even further will be a real pleasure. Similarly, being able to work with Metcalfe’s which leads in the fast-growing formats of popcorn, rice cakes and corn chips, will be a true joy for the team.”