Diamond Foods recently launched a new marketing campaign in the US to expand national awareness for Kettle Brand, a pioneer in the batch-cooked, all natural potato chip category.

The campaign marks the first national television campaign in the history of the nearly 30 year old Kettle Brand.

“For almost 30 years, Kettle Brand growth has been fueled by word-of-mouth advocacy,” said Craig Tokusato, Vice President of Marketing for Diamond Foods. “After discovering that first taste of Kettle Brand chips, our consumers fall in love. We believe everyone deserves an incredible-tasting, all natural potato chip and are excited to introduce more chip lovers to what Kettle Brand loyalists have known all along.”

The “Nobody Likes Kettle Chips. They Love Them” campaign kicks off this week with 30 and 15-second national TV spots, print advertisements, public relations, in-store marketing and digital advertisements. This is the second creative campaign from Diamond Foods’ partnership with brand agency Deutsch/LA.