KP Snacks has announced a £2.3m investment in its flagship “Better for You” brand, popchips, with the launch of a new campaign that sees popchips make its first-ever TV appearance, driving greater awareness and excitement for the brand – which recently moved to No. 2 “Better for You” in the Crisps, Snacks and Nuts category, with +17.3% YTD growth in popchips sharing.
The new creative is set in a workplace featuring three friends and their rather intimidating boss, Janet. The campaign sees them share a bag of popchips with Janet, which prompts a series of positive bonding experiences. The campaign highlights popchips’ unique selling point of “popped, not fried” and includes a rallying call for consumers to “Start Something Good”.
The new creative will appear in a £2.3M TV/VOD and online campaigns running throughout February and March. A 30” TV ad will run from March 1st initially then cut down to 20” through the remainder of March. The ad will then run again for a second burst in September, whilst a social media campaign run throughout 2021.
popchips is also sponsoring podcast partnerships and running branded segments across a hand-picked selection of fun light-hearted shows, including Private Parts with Jamie Laing and Francis Boulle, Off Menu, and Shagged, Married, Annoyed.
Zoe Cashin-Howe, Marketing Controller at KP Snacks says, “This is the first time that popchips has been on TV and it comes at an extremely exciting time as the brand continues to grow within the healthy snacking market. The new creative is fun and witty and brings the popchips brand personality to life.”
The new campaign follows a reduction of packaging and a new pack design for popchips. A a more modern look and feel for popchips was launched at the end of 2020. Alongside the new pack design, KP Snacks also reduced brand packaging. saving an estimated 23 tonnes of material, the equivalent of over 5 million fewer packs per year.