Jazzing things up at The Kettle Club

The Kettle Club is Willards' first foray into the world of consumer brand activations. Kicking off in November 2006 with two exclusive jazz evenings, one in Johannesburg and one in Cape Town, these activations aim to engage consumers by providing them with an evening of old-fashioned, adult indulgence.

In Jozi, Willards took over the Manhattan Club in Rivonia on 1 November, transforming the venue into an underground jazz club reminiscent of the Cotton Club era with renowned jazz performers Gloria Bosman and Lucia Mthiyane, and smooth-talking Alex Jay as host.

Capetonians can look forward to similar treatment at Kennedy's tonight, 8 November, with Nick Marais taking on the Table Mountain folk.

"The Kettle Club is the perfect place for fans of the Original Kettle Chip to relax and mingle," says senior brand manager Sian Loehrer. "In creating the Kettle Club, we have tried to marry the fun and social aspect of snacking with the premium nature of our Kettle Fried Chips.

Invitations to the exclusive Kettle Clubs have been obtainable in one of two ways: through competition give-aways on a variety of national and local radio stations, or via the official website. Either way, specially marked packs, with competition tokens placed inside the packs, need to be purchased in order to reference the unique alpha numeric code on the token.

"Like the Original Kettle Chip, the Kettle Club is a perfectly indulgent experience," concludes Loehrer.