By Jeff Marchesseault

GUAM - It may not be the oldest snack label on the grocery store shelf, but Kettle Brand Potato Chips are one of the most popular spud crunchers on the market these days. If you want to eat the whole bag after the first bite, you're not alone. As long all the other hungry munchers haven't beaten you to the retail counter, you can usually find them in ample supply in Guam supermarkets.

If you like these chips (and who doesn't?), then it may come as little surprise that Kettle public relations firm Maxwell PR is reporting very good news, indeed: Kettle Brand Potato Chips leads the industry as the No. 1 natural potato chip brand according to ACNielsen, with distribution throughout North America, Japan, Guam and Western Europe...and Kettle has been named to the Advertising Age list of "Hottest Brands of the Year."

Here's the entire announcement from Maxwell PR:

November 17, 2009 04:15 PM Eastern Time

Kettle Brand® Potato Chips Named to Advertising Age List of Hottest Brands of the Year

PORTLAND, Ore.--(BUSINESS WIRE)--Joining the likes of Microsoft's Bing and The Beatles Rock Band, Kettle Brand® Potato Chips, one of the fastest growing brands in snack food, made its debut this week on Advertising Age's list of the "Hottest Brands of the Year."

In an ironic twist, the company earned the coveted recognition not because of advertising but for its record growth and marketing innovation, led by the work of its longstanding public relations firm, Maxwell PR. Over the past five years the trailblazing Kettle Brand® People's Choice promotion has launched best selling products, gained national media attention, helped drive distribution, and earned industry and retail kudos including the Grocery Manufacturers Association Award for Innovation in Marketing.

"As our primary marketing engine public relations has done the heavy lifting for Kettle Brand®," said Michelle Hunt, vice president of marketing for Kettle Foods. "With a limited budget and the bar set high, Maxwell has continued to keep the brand fresh and our fans engaged – and it's paid off with significant and sustained growth."

Tasked with earning media coverage to help build a national brand presence, Maxwell created the People's Choice campaign on the cusp of the crowd sourcing consumer engagement trend. Inspired by outrageous fan letters expressing flavor devotion, Maxwell and Kettle Foods developed an annual program that invited consumers to co-create via flavor submissions, voting and ultimately a winning flavor on the shelf.

"A PR campaign like People's Choice only works if you have a client willing to go for it," said Jen Maxwell-Muir, Maxwell PR founder. "With Michelle in the lead, Kettle Foods took a chance on a big idea that ultimately helped distinguish the brand. Finding that sweet spot – where consumer passion connects with brand attributes – defines the work we do."

Five years after hiring Maxwell PR as agency of record, Kettle Brand® has added Cultivator Advertising & Design to its marketing arsenal. First up will be its launch of a newly designed Web site for the brand.

Maxwell PR Studio is a boutique agency providing media relations and consumer engagement services for national brands in the food and beverage industry including Kettle Foods, Dagoba Organic Chocolate, Peter Rabbit Organics, and Yogi Brand. Additional clients, agency background and its point of view are available at www.maxwellpr.com.

Founded in 1978, Oregon-based Kettle Foods is a privately owned company producing great tasting, all-natural snacks backed by a commitment to sustainable business practices. It leads the industry as the No. 1 natural potato chip brand according to ACNielsen, with distribution throughout North America, Japan, Guam and Western Europe. Visit www.kettlefoods.com for more information.

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