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Kettle Brand Fire and Spice campaign

Kettle Brand's People's Choice PR campaign was aimed at getting the public to vote for Kettle's newest chips flavor. The process involved a limited edition kit, complete with five bags of test flavors, in this case all of the hot-n-spicy variety. The kit contains how-to information for hosting a tasting party, marking your tasting notes and then casting your vote online.

The booklet contained in the Fire & Spice People's Choice kit consists of some fun background information as well as five tear-off table tents with the flavor name and profile on the front and the nutritional information on the back. Each of the five flavors is illustrated differently, all the while using a psychedellic influence (design-wise only, of course!)

The back of the booklet has a special pocket filled with hosting tools, such as voting ballots, the online website to cast your final vote, and stickers to proudly mark how you voted.

The back of the booklet has a special pocket filled with hosting tools, such as voting ballots, the online website to cast your final vote, and stickers to proudly mark how you voted.

After the campaign was over, the winning flavor was Death Valley Chipotle. To introduce this new flavor to media, we created some custom labels to adhere to a kraft box containing a "survival (press) kit": a bag of the new chips, a water bottle and some tissues (to blow your nose after tasting the spicy chips), all laid out on a bed of straw shavings.