Kettle Chips is running a PR, social media and sampling campaign this summer to encourage people to upgrade their lunchtime.

With the rise in sales of Kettle handy packs (up by over 16% year on year, Nielsen w/e 17/0617), the brand conducted research which revealed the rise of Al-Desco eating with more than two-thirds of employees eating lunch at their desk every day and eating the same lunch three times a week. Kettle Chips is therefore encouraging people to make more of their midday break and rigged Tavistock Gardens with hidden cameras and used an undercover actor to invite office workers to a fun lunchtime experience. The results can be watched here

Kizzy Lilburne, Kettle senior brand manager, said: “We want to remind everyone that lunch is not just important as a way to refuel, but that it also gives people the chance to take a break and experience something different.”

Whilst Kettle is best known for creating the premium sharing snacking occasion, the nation’s favourite handcooked chips are also available in 40g handy packs for everyday indulgence at lunchtime, or for a snacking treat on-the-go.

In addition to the campaign, Kettle Chips has partnered with Time Out and will be sampling at this year’s Edinburgh Festival Fringe. A trade advertising campaign is running throughout August to highlight the single serve range which is now available in updated packaging and is delivering strong growth in a flat category.