Ikon Sydney’s The Kettle Odes is intended to be a campaign about craftsmanship. While Max Cullen tells the story of how Kettle Chips are lovingly crafted, the two TVCs, Ode to Sweet Chilli and Sour Cream and Ode To Honey Soy, seduce their audience in the food porn style that Wieden + Kennedy made famous for Lurpak.

Nothing wrong with that. Part of Ikon’s job was to lift Kettle Chips to a higher tier than its snack food competitors. That job has been done well by the agency and director, Graeme Burfoot.

The TV campaign is supported by radio, OOH, online video, plus path-to-purchase digital retail panels and major in-store sampling activity. It supports Kettle’s new packaging and flavours and Ikon was responsible for strategy, creative development and media.

Rob Martin Murphy, executive creative director of Ikon Group Sydney, commented, “We really enjoyed relaunching the Kettle brand with our full-service team and Mark and Jen from Snack Brands. Working with Graeme, Max, White Chocolate, Noise and all the crew involved was also a great experience. I think the dedication to all their crafts comes through in the ads.”

Mark Fryday, marketing director, Snack Brands Australia, added, “The campaign is a declaration of Kettle’s devotion to crafting the best tasting chips.  It has a nod to the brand’s strong heritage, though it is done in a contemporary way and aims to appeal to those interested in quality food, made with care.”

The campaign launched on Sunday, June 5 and will run until October.

Creative credits:

Creative agency: Ikon Group Sydney

Executive creative director: Rob Martin Murphy

Art director: Andrew Jones

Senior account director: James Trebilcock

Producer: John Staudinger

Integrated client service director: Karyn Smith

Communications director: Gemma Russell

Production Company: The Feds

Director: Graeme Burfoot

Producer: Jude Lengel

DoP: Danny Pope

Editor: Phil Horn

Post: White Chocolate

Sound: Kathleen Burrows @ Noise International

Snackbrands Australia:

Mark Fryday – Marketing director

Jennifer Geoghegan – Senior brand manager