KP Snacks has announced the launch of a £1million media investment for its beacon ‘Better for You’ brand popchips. Kicking off this month and running into the beginning of next year, the investment includes a programme of engaging activity through a big return to cinema, running across DCM and Pearl & Dean, and supported by an OOH advertising campaign.  

Throughout September, popchips is sponsoring the Pearl & Dean Adventure Cinema, with a 30 second ‘popping with positivity’ popchips advert being showcased on the big screen, supported by off-screen media and popchips sampling opportunities to drive brand penetration. The 30 seconds ad is made up of a 20 seconds popchips ad combined with 10 seconds of a social selfie competition to win six months supply of popchips and Pearl & Dean cinema tickets.

As part of the partnership, popchips is also creating and recording a stunt at the Croome Court Adventure Cinema involving a band, which will be incorporated into a new 40 second advert. 20 seconds will be the existing popchips advert with an additional 20 seconds showcasing the stunt that took place. This new advert will then be shown across Pearl & Dean cinemas nationwide from October to November.

Alongside this, DCM will be running the standard 20 seconds popchips ad from October into 2024.

To drive reach across residential areas, popchips will also be using its existing “Start Something Good” messaging for an OOH media campaign running throughout September and October.

Alex Callender, popchips Brand Manager, said, “We are delighted to be launching such an exciting new campaign for popchips. Our partnerships with Pearl & Dean cinemas and DCM are well positioned to disrupt and engage customers with the fun and vibrant setting of cinemas, the perfect partner to the positive and flavourful popchips brand. The popchips brand is growing strongly and the new media investment will help to further propel brand awareness.”

The Pearl & Dean campaign activity is expected to reach over 2.4 million people, with DCM making up over 10 million impressions.

Rated as the number one ‘Better for You’ bagged snack brand in the sharing pack format, the entire popchips range is non-HFSS. Worth £46.3m and growing in value +8.9%, popchips holds a 15.9% share of the Healthier Snacking segment.

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