March 2021

popchips makes TV debut with £2.3m investment

KP Snacks has announced a £2.3M investment in its flagship ‘Better for You’ brand, popchips, with the launch of an exciting new campaign.

Popping with positivity, the new campaign sees popchips make its first-ever TV appearance, driving greater awareness and excitement for the brand which recently moved to No. 2 ‘Better for You’ Brand in the Crisps, Snacks and Nuts (CSN) category. Available in all formats and for a range of consumption occasions, popchips appeals to young shoppers who are looking to make empowered choices.

The new creative is set in a workplace featuring three friends and their rather intimidating boss, Janet. The campaign sees the friends share a bag of popchips with Janet, which prompts a series of positive bonding experiences. The campaign highlights popchips’ unique selling point of ‘popped, not fried’ and includes a rallying call for consumers to ‘Start Something Good’.

The new creative will appear in a £2.3M TV/VOD and online campaigns running throughout February and March. A 30” TV ad will run from March 1^st initially then cut down to 20” through the remainder of March. The ad will then run again for a second burst in September, whilst a social media campaign will create little uplifting moments for consumers, with content running throughout the whole of 2021.

Alongside this, popchips is boosting its association with positivity with podcast partnerships which will see popchips sponsor and run branded segments across a hand-picked selection of fun light-hearted shows, including Private Parts with Jamie Laing and Francis Boulle, Off Menu, and Shagged, Married, Annoyed.

Zoe Cashin-Howe, Marketing Controller at KP Snacks says, “This is the first time that popchips has been on TV and it comes at an extremely exciting time as the brand continues to grow within the healthy snacking market. The new creative is fun and witty and brings the popchips brand personality to life.

“CSN products have remained hugely important in the wider healthy snacking space and the aim of this campaign is to drive awareness and trial, keeping popchips front of mind for consumers looking for a tasty and balanced snack to share”.

The new campaign follows a reduction of packaging and a new pack design for popchips. A brand new look and feel for popchips was launched at the end of 2020 giving the brand a more modern look and feel, with fresh and vibrant colours. Alongside the new pack design, KP Snacks also reduced brand packaging saving an estimated 23 tonnes of material, the equivalent of over 5 million fewer packs per year.

popchips has recently been ranked as the No.2 ‘Better for You’ bagged snack brand, with growth in popchips sharing (+17.3% YTD^[1]) contributing to this. The flavour-packed core range includes BBQ, Sea Salt, Sour Cream & Onion, and Sea Salt & Vinegar. Coming in at under 100 calories per serving and with a third less fat than the market leader, popchips provides a more permissible snack option without compromising on big flavour.

[1] ^{Nielsen  Scantrack 30.01.21}