KP Snacks has announced that it is continuing to drive family-favourite brand, POM-BEAR this year with a £2.3 million media campaign. With increased investment year-on-year, the support for the popular snack will centre on the core Back to School period.
Launching on August 1, the campaign builds on the success of last year and will run for two months, doubling the length of the 2018 campaign. KP Snacks expect to reach over 5 million people during this time via out of home, digital and social media support.
Not just for kids, POM-BEAR is popular with the whole family and 59% of products eaten in the UK are consumed by adults. The campaign’s creative focuses on the free-from credentials whilst incorporating the playfulness of the POM-BEAR brand, aiming to appeal to parents and adults on the hunt for permissible options that fit in with their busy lifestyles.
With insights showing that 73% of women who snack on crisps use Facebook and 47% watch content on YouTube at least once a day, KP Snacks are also creating content to run across both Facebook and Instagram, as well as seeding video content across targeted websites and publishers.
Kevin McNair, Marketing Director at KP Snacks comments: “We know that 78% of customers are more likely to purchase a product if they engage with it online and so we are evolving our media strategy to align with the habits of the 5.4 million households we know purchase POM-BEAR every year. This continued investment will support the long-term growth of the brand and continue to make it a compelling choice for families looking for permissible and tasty snacks, as well as retailers looking to drive sales within the category.”
Gluten free and under 100 calories per pack, POM-BEAR is currently worth £33 million RSV, and is KP Snacks’ best-selling lunchbox line. The brand has seen an impressive seven consecutive years of growth and is currently enjoying double-digit growth of +19% YTD.