£250K investment to drive penetration and awareness of the brand

KP Snacks today announces a new £250,000 radio campaign for POM-BEAR, with adverts and competitions designed to drive awareness of the fun family snacking brand. The radio campaign will run from April to September in partnership with Magic Radio and features POM-BEAR’S popular core range, Original, Cheese & Onion, and Salt & Vinegar.

Celebrating fun and togetherness as a much-loved, family favourite brand, POM-BEAR is offering the chance to win an exciting glamping adventure for four this summer, with listeners playing a game to enter the prize draw.

Meanwhile, Magic Radio listeners are also in with a chance to win a £25 cash prize every week by tuning into Saturday Mornings with Dan Morrissey. Listeners can text their ‘weekly wins’ celebrating themselves, a friend or relative to 61054 with the best ‘win’ receiving £25 to spend as they please.

The radio campaign is designed to attract more family shoppers to the playful, bear-shaped snack brand. Delivering a deliciously light and crispy snack, POM-BEAR is a healthier snacking choice, with each pack containing fewer than 100 calories, and also caters to families avoiding gluten.

Brian McMonagle, Senior Brand Manager, KP Snacks says: “POM-BEAR is an engaging and trusted household brand that provides a lighter snacking option while still delivering on great taste. With our new campaign, we are looking to drive greater awareness of the brand, helping young families to add playful fun to all snacking occasions.”

Worth £27.8m RSV and growing +13%[1], POM-BEAR is consumed by 5.7m households[2] and is the perfect snack to add variety and excitement to children’s lunch.

[1] Nielsen IQ, Total Coverage, Total Value, MAT 25.02.23

[2] Kantar WPO 25.01.20

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