Kettle Foods kicks off its summer consumer engagement campaign with the official Loud Food Club, which reminds Kettle Brand potato chip fans that super loud crunching is nothing to be ashamed of.

“We’ve all been there. On a quiet conference call or in an intense lunch meeting, looking longingly at a bag of crunchy Kettle Brand potato chips. Faced with the ultimate choice – to loudly crunch proud or deny the craving,” said Julie Dunmire, director of Kettle Foods, based in Salem, Ore. “At its potato-y core, every Kettle Brand chip is born to be crunched, and this summer we’re celebrating those who proudly crunch loud.”

The Loud Food Club campaign is a fully integrated in-store and online advertising operation complete with market-specific free-standing inserts (FSI) and in-store shipper displays featuring custom graphics designed to generate consumer excitement and drive purchase. Consumers also can enter for a chance to win free chips for a year at www.CrunchProud.com interact via social media through its Facebook page, http://www.facebook.com/KettleBrandChips, and Twitter, http://twitter.com/kettlechips.

Once on the Crunch Proud site, new members are invited by the Loud Food Club president via a video welcome to enter the sweepstakes and download official Loud Food Club membership kits including “Caution: Crunch Zone” warning signs, emergency protocol for very loud crunching and an inter-office crunching disclaimer memo to alert co-workers that nearby crunch sounds are imminent. The Crunch Proud website also offers printable coupons for their favorite Kettle Brand potato chip varieties.

For more information about Kettle Foods, its products and the Loud Food Club campaign, go to www.kettlefoods.com.

To read about Snack Food & Wholesale Bakery’s interview with Dunmire, check out the digital edition of our June State of the Industry report..