SRW Puts Kettle On

San Francisco-based Classic Foods has selected Szenderski/Rohani Worldwide, Irvine, Calif., to handle branding duties for its Kettle Classics gourmet potato chip line.
The announcement of a formal agreement follows months of work for Classic Foods by SRW, which has developed the name and packaging for the chips. SRW also handled advertising for Classic Foods’ predecessor, Pacific Snacks, which ceased operations three years ago, spawning several new ventures, including Classic Foods, SRW principal Gary Szenderski said.
Billings are estimated at less than $1 million, he said.
“It’s a new brand, and we’re rolling it out on a regional basis, so billings will be a function of distribution,” he said.
A major co-branding announcement is due in the next several weeks, and a Kettle Classics campaign–using trade publications to target distributors–will break in the fall, Szenderski said.
“Our hope is to team with a sandwich chain and do some radio,” he said. “We don’t have the money Frito Lay has, but we think we can target [the brand] pretty well.” –James Zoltak