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This week Diamond Foods Inc. is launching a new marketing campaign to expand national awareness for Kettle Brand natural potato chips. The campaign marks the first national television campaign for the batch-cooked chips.

Craig Tokusato, vice president of marketing for Diamond Foods said “Kettle Brand growth has been fueled by word-of-mouth advocacy." This week, the "Nobody Likes Kettle Chips. They Love Them" campaign begins this week with 30- and 15-second national TV spots, print advertisements, public relations, in-store marketing and digital advertisements.

"This campaign is about the unique passion and love people feel for Kettle Brand chips," Tokusato added.

The television campaign launched on Oct. 16 during Sunday Night Football as well as on national network prime time and premium cable channels, and will air on the opening game of the Major League Baseball  World Series on Oct. 19.

Supporting the campaign will be digital display and online video, as well as print and in-store marketing to help support and encourage trial at retailers nationwide.

In conjunction with the advertising campaign, the company is giving away 30,000 bags of Kettle Brand Potato Chips in honor of its upcoming 30-year anniversary. Fans who register via Facebook will receive a coupon in the mail for a free bag while supplies last.

Recent results for the brand across several retail channels show that Kettle Brand potato chips grew 6.9 percent in the 12 week period and 14.2 percent in the four week period ending Oct. 1, according to Nielsen data.  

Kettle Brand has manufacturing sites in Salem, Ore. Beloit, Wis. and Norwich, U.K. Kettle Brand products include more than 20 flavors and four varieties of potato chips as well as tortilla chips.

Diamond Foods other brands include Diamond of California, Emerald and Pop Secret.