Kettle recruits Stig to plug new range

04 March, 2011

Kettle Foods has recruited Ben Collins, formerly Stig from TV’s Top Gear, to promote its new Kettle Ridge crisps.?Collins will lead a Dodgem Derby Challenge, a procession of four custom-made dodgem cars that will travel from Wallop in Hampshire to London on March 26.?The Hampshire village has been chosen because the crisps are being positioned as having bold flavours with “extra wallop”.?A Facebook photo competition will invite consumers to “reveal the wallop” with prizes including a place on the Dodgem Challenge.?There will also be Facebook advertising and consumer press competitions.?“We think Kettle Ridge crisps taste like nothing you’ve ever experienced before and wanted to celebrate that with something no one’s ever seen before,” said marketing director Andrew Slamin.?Kettle Ridge comes in four flavours and was launched last July.

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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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