NPD AND MEDIA
PICKS OF THE WEEK SPECIAL – POPCHIPS TO GET YOUR PRODUCT LISTED PLEASE CONTACT RAITKEN@55NORTH.COM
POPCHIPS MAKES TV DEBUT
KP SNACKS HAS UNVEILED ITS FIRST EVER TV AD CAMPAIGN FOR POPCHIPS AS PART OF A £2.3M INVESTMENT.
KP Snacks has announced a £2.3m investment in its flagship ‘better for you’ brand, popchips, with the launch of a new campaign including the
Francis Boulle, Off Menu, and Shagged, Married,
first ever TV advertising for the brand.
Annoyed.
The
campaign
aims
greater
Zoe Cashin-Howe, Marketing Controller at KP
awareness and excitement for the brand which
Snacks says: “This is the first time that popchips
recently moved to No. 2 ‘Better for You’ Brand
has been on TV and it comes at an extremely
in the Crisps, Snacks and Nuts (CSN) category.
exciting time as the brand continues to grow
Available in all formats and for a range of
within the healthy snacking market. The new
consumption
creative is fun and witty and brings the popchips
occasions,
to
drive
popchips
appeals
to young shoppers who are looking to make empowered choices.
brand personality to life. “CSN
products
have
remained
hugely
The new creative will appear in a £2.3m TV/
important in the wider healthy snacking space and
video-on-demand and online campaigns until the
the aim of this campaign is to drive awareness
end of March. A 30” TV ad will run initially then
and trial, keeping popchips front of mind for
cut down to 20” for the remainder of the month.
consumers looking for a tasty and balanced
The ad will then run again for a second burst in
snack to share.”
September, whilst a social media campaign will
The new campaign follows a reduction of
create little uplifting moments for consumers,
packaging and a new pack design for popchips.
with content running throughout 2021.
A brand new look and feel for popchips was boosting
launched at the end of 2020 giving the brand a
its association with positivity with podcast
Alongside
this,
popchips
more modern look and feel, with fresh and vibrant
partnerships which will see popchips sponsor
colours. Alongside the new pack design, KP
and run branded segments across a hand-
Snacks also reduced brand packaging saving an
picked selection of fun light-hearted shows,
estimated 23 tonnes of material, the equivalent
including Private Parts with Jamie Laing and
of over five million fewer packs per year.
18 I SLRMAG.CO.UK / ISSUE 45 / WEDNESDAY 3RD MARCH 2021
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