Kettle Puts Cultivator in the Chips

DENVER Kettle Foods has tapped independent Cultivator Advertising & Design here for ad services following a review.

The Salem, Ore.-based client provides the agency with a potential creative showcase, and work is set to break next month, targeting consumers who seek out “natural” and gourmet foods.

Kettle produces potato chips, nut butters and trail mixes, with distribution across North America, Western Europe and Japan.

The budget was not disclosed, but is likely in the low-seven figures for efforts including print and online outreach. Kettle had no measured major-media spending last year, but has tallied $500,000 in the U.S. so far in 2009, per Nielsen.

Cultivator account director Matt Neren said: “Kettle represents an important addition to the Cultivator account roster. How long can an agency work on burgers [Red Robin], pizza [Anthony’s] and beer [New Belgium] without some chips?”

Client brand director Julie Dumire said the shop’s focus on brand building, rather than just marketing products, led to its selection. This marks the first time Kettle has had a dedicated lead agency partner.