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The Drum

KP Snacks: Start Something Good by St Luke's

Agency: St Luke's
Client: KP Snacks
Date: Mar 2021
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KP Snacks is supporting its popchips brand with a TV campaign that encourages viewers to 'Start Something Good'. The friendly gesture of sharing a bag of popchips is the catalyst for some changes between a frosty boss and her team, in the new campaign, created by St Luke’s. This is the brand’s first foray into television advertising since its debut in 2007.

The film starts with three colleagues making the most of a break with a chat and a bag of popchips, when they walk smack bang into Janet – their unapproachable boss.

Overcoming their reservations, they offer the popchips to Janet. Thanks to the great taste (and Janet’s preternatural ability to identify that they’re Popped Not Fried), it’s love at first crunch.

Janet’s stern exterior melts away. Before we know it, all four colleagues are out on a bowling night, leading to Janet instigating an adventurous away day, which then becomes an annual event – and it comes back to a small act of sharing. The ad ends with the line ‘Start Something Good’.

Credits

Advertiser: KP Snacks

Brand: popchips

Client: Kevin McNair, Marketing Director

Zoe Cashin–Howe, Feel Good Snacking Controller

Jenny Blanco Barcia, Marketing Manager

Megan Fairhead, Assistant Brand Manager

Creative Agency: St. Luke’s

Campaign title: “Start Something Good”

Executive Creative Director: Richard Denney

Creatives Nathan Salf, Jake Bean

Chief Strategy Officer Dan Hulse

Managing Director Ed Palmer

Business Lead Laura Harris

Senior Strategist Rob Sandford

Account Director Rob Evans

Account Manager Maisie LaCosta

Agency Producer Jenny Busby

Director: Molly Manners

Production company: Biscuit Filmworks

Media Planning & Buying: Starcom

Sound Engineer: Ben Leeves, Jungle Studios