Kettle Foods is partnering with the National Wildlife Federation to launch its newest chip flavor with a cause-marketing effort.
The chip brand is donating $1 to the federation for every backyard it certifies as a wildlife habitat Aug. 31 at www.nwf.org/kettlefoods. To become certified, each yard must offer food and water sources for wildlife, creating places that provide cover and replacing pesticides with natural alternatives and have sustainable gardening.
People who register their yard and pay a $15 application fee will receive a coupon for a free bag of Kettle potato chips, federation membership and have their name listed in organization’s national registry of certified habitats.
Visitors to the site can read about the company’s wildlife sanctuaries in Beloit, WI and in Salem, OR, which the foundation certified as backyard habitats.
“We want to inspire consumers to do something that is important to us,” said Michelle Peterman, vice president of marketing for Kettle Foods. “It’s part of the platform of what the Kettle brand is about.”
Kettle Foods will promote the partnership on 500,000 bags of its new Backyard Barbeque chips. On the packaging, the company will encourage people to create their own backyard habitat for local flora and fauna by following the foundation’s guide on how to “garden for wildlife” at www.nwf.org/backyard.
The Backyard Barbeque flavor will be available in 9 ounce sizes for $3.29 to 3.49 at supermarkets and natural food stores nationwide.
The effort marks the first time Kettle Foods has partnered with the wildlife federation in a consumer promotion.
Kettle Foods is using PR and online marketing to support the partnership and campaign. The wildlife federation is sending e-mail blasts to its members and running print ads in its print publication.
