101 resigns Kettle Chips ad account

101 has dumped Kettle Chips, citing the crisp brand's diminished creative ambition.

Kettle Chips: 101 created the brand's 'lovingly crafted' print campaign in 2014
Kettle Chips: 101 created the brand's 'lovingly crafted' print campaign in 2014

The agency has worked with Kettle Chips' owner, Kettle Foods, since 2012, when it won the brand’s creative account without a pitch.

101 created TV and print ads for Kettle Chips that emphasised the craft that went into making the crisps. But the brand is switching strategies and is understood to want to focus on the product’s low calorie count.

Laurence Green, a 101 co-founder, said: "When creative ambition dies, good agencies walk away. So we have."

The change follows the departure of Kettle Foods' managing director, Dominic Lowe, who was replaced last year by Ashley Hicks, a commercial director at Tesco Hungary.

Kettle Chips did not respond to a request for comment.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More