Change the tape not the pack
Self adhesive tape delivers promotional impact for kettle foods
14. August 2019
Quelle: Essentra Tapes / Kettle Foods
RE:CLOSE™ from Essentra Tapes is enabling Kettle Foods Ltd to promote its new KETTLE® & More range to consumers whilst also providing user-friendly pack reclosability to maintain freshness and support portion control.
The 8-colour printed RE:CLOSE™ Tape can be seen on Lightly Salted KETTLE® Chips packs throughout retail outlets in the UK. By working with Essentra’s Design Studio the tape delivers maximum on-shelf impact and clearly boosts awareness of the 3 new products within the latest KETTLE® & More range.
“We wanted to promote our exciting new KETTLE® & More range and the Tape seemed the perfect opportunity for us to do this,” comments Daisy Scott, Assistant Brand Manager at Kettle Foods. “The Essentra RE:CLOSE™ Tape gave us a great opportunity to interrupt the shopper journey with our NPD news. The tape was an effective way for us to reach existing KETTLE® Chips consumers and ask them to reassess their normal purchase. We were extremely pleased with the impact of the tape on shelf and the ease of application.”
The printed Tape also encourages a shelf-stand presence and can provide customer engagement, influencing brand advocacy and improving recognition. Utilising Essentra’s print capability, social media icons, prompts, seasonal messages and loyalty codes can be added to provide an additional opportunity for engaging with customers. This can help take customers back to a brand’s website or to showcase different product ranges and promote repeat purchases.
Ian Beresford, Head of Marketing and Development at Essentra Tapes, notes: "The ability to add on-pack promotions simply and cost-effectively, without the need to change the existing packaging artwork, is a real advantage".