• This is the first time the UK’s largest independent snack brand is hitting TV screens
  • The PROPERCORN campaign was made in just three weeks during lockdown
  • PROPER responded to the surge in snacking at home with sales of its PROPERCORN sharing bags showing uplift

The UK’s biggest independent snack brand, PROPER, will roll out its first-ever TV advertising campaign in June.

The Popcorn Done Properly campaign, which was created during lockdown and will be released on 4 June, marks an important step in PROPER’s growth ambitions. The 20-second ad features exploding CGI popcorn kernels and the vibrant visual identity of the PROPERCORN brand.

The campaign is a natural response to current nationwide consumer trends. With the UK in lockdown, households have been enjoying more time in together, with shared TV viewing growing by 37%[i]. Alongside this, snacking has boomed, with the popcorn category in particular benefiting from a 14.4% boost in sales[ii]. PROPERCORN sharing bags have seen a 6.2% upward trajectory – highlighting the appetite for ‘better for you’ snacks[iii].

Launching PROPERCORN’s first ever TV campaign is the perfect step in the brand’s evolution. Looking for inspiration outside of FMCG, PROPERCORN collaborated with U-Dox, whose clients include adidas and Mini. The advert was produced in just 3 weeks and will air across Sky channels and Video on Demand from 4 June. Snippets of the ad will run across social platforms throughout June and July, taking the total campaign impressions to over 60 million.

Cassandra Stavrou MBE, Founder of PROPER, said: ‘The Popcorn Done Properly campaign is an ambition that we set our sights on during a time when we know there is an appetite for healthier, great-tasting snacks. We approached this as we always have done by taking inspiration from the fashion and design industries to create an original result. It’s been truly fantastic to see the team come together, battling the challenges of physical distance during lockdown. There has been all-round dedication to pull off this creative.’

Viewers can watch the ad from 4 June on SKY network channels. Also airing on VOD Sky Boxsets including Brassic Season 2 and Gangs of London from 8 June.

The full 20-second ad can be seen here:

[i] Thinkbox, May 2020

[ii] Kantar, w/e 22.03.2020

[iii] IRI data, w/e 22.03.2020

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