updated 10/4/2010 2:45:13 AM ET 2010-10-04T06:45:13

SALEM, Ore., Oct. 1, 2010 (GLOBE NEWSWIRE) -- Rallying football fans to lighten their fan footprint, Kettle Brand all natural potato chips, part of the Diamond Foods family of snack brands, teams with green living expert, author and TV host, Sara Snow, to kick off football season with its national "Tailgate Au Naturale" marketing campaign.

"Kettle Brand Potato Chips have been giving fans great taste…naturally as a game day favorite for nearly 30 years. We see an opportunity to leverage our all natural products and sustainability heritage to encourage tailgate enthusiasts to take small steps toward reducing their impact on the environment," says Julie Dunmire, Kettle Brand Marketing Director. "We want to help sports fans have a great time while embracing environmentally friendly practices."

Launching now and running through the college football snack season, the integrated tailgating promotion includes national PR and online advertising, local-market college tailgating events and in-store marketing. "Tailgate Au Naturale" is fueled by Kettle Brand's longstanding commitment to great tasting, natural snacks and sustainable business practices.

To drive consumer excitement and demand, promotion of "Tailgate Au Naturale" is supported at select retailers with in-store product displays themed for football season. Also, on October 10, 2010, a national $1 off coupon encourages consumers to stock up prior to game day.

Kettle Brand is also hosting large-scale local in-market activities. With onsite promotional events in Los Angeles, Calif., and Miami, Fla., Kettle Brand is sampling and interacting with consumers at the USC vs. Cal game on Saturday, October 16, and the Miami vs. UNC game on Saturday, October 23. Fans will experience a branded, designated "green space" within the fan tailgating area and can enjoy product samples and win prizes.

Integral to the campaign is Kettle Brand's partnership with green lifestyle expert Sara Snow. Snow developed exclusive campaign content including consumer-friendly tips featured on www.kettlebrand.com/tailgating . An interactive quiz and sweepstakes offer participants chances to win instant prizes and a fully-loaded "Tailgate Au Naturale" Grand Prize package, including a tailgate tent featuring the winner's favorite college team's logo, eco Barbeque grill, solar powered radio, cooler, eco party ware, Kettle Brand Potato Chips, grocery gift card, and more to create the ultimate green tailgating gathering.

Online support also includes targeted banner advertising and interactive social media content on the Kettle Brand Facebook page and Twitter profile.

The campaign runs through December 20, 2010 at www.kettlebrand.com/tailgating .

About Kettle Brand®

Kettle Brand is one of the leaders in the premium potato chip category and is growing at a strong pace according to SPINS and ACNielsen. With manufacturing sites in Salem, Oregon, Beloit, Wisconsin and Norwich, United Kingdom, Kettle Brand is distributed throughout North America, Japan, Guam, South Korea and Western Europe. Kettle Brand products include more than 20 flavors and four varieties of potato chips as well as tortilla chips, nut butters and trail mixes. Visit www.kettlebrand.com for more information.

The Kettle Foods logo is available at http://www.globenewswire.com/newsroom/prs/?pkgid=7461

About Diamond Foods

Diamond Foods is an innovative packaged food company focused on building, acquiring and energizing brands including Kettle Brand ® Potato Chips, Emerald ® snack nuts, Pop Secret ® popcorn, and Diamond of California ® culinary and snack nuts. Diamond's products are distributed in a wide range of stores where snacks and culinary nuts are sold.  

Corporate Web Site: www.diamondfoods.com

Consumer Web Sites: www.kettlebrand.com , www.kettlefoods.co.uk , www.emeraldnuts.com , www.popsecret.com , www.diamondnuts.com

© Copyright 2012, GlobeNewswire, Inc. All Rights Reserved


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