Health snack brand Popchips has rolled out its first campaign from creative agency 18 Feet with an 'Enjoy More' proposition it hopes will capture new fans.
The agency was appointed in October to deliver the brand’s first ever global creative campaign. It highlighted the range of flavours and the healthier cooking process that involves the snacks being popped rather than fried.
Five flavours have been immersed in strong, pop art creative to evoke each taste in the mind of potential customers. The intent is to build the brand proposition beyond its high point of £20m in annual UK sales last year.
Helen Bromley, brand manager at Popchips, told The Drum that it had to explore its audience more in depth to effectively create global creative that “brings Popchips’ colourful and vibrant approach to snacking”.
The brand boasted market leading growth of 54% in its category, having launched in the UK in 2012. The growth has reportedly been largely driven by the product. “We have been winning the hearts and stomachs of snackers across the UK because, fundamentally, we have a great tasting product,” said Bromley.
Aware that in the UK, there is only 30% brand awareness, Popchips will look to be in the minds of more consumers in 2018. “As health continues to be at the forefront of people’s minds, we want people looking for those healthy options to give us a try.”
On the collaboration with 18 Feet, Bromley said that the agency was a great fit. “They are small, nimble, collaborative and they are used to working with young, challenger brands. During the creative process the team brought great energy and insight.”
As one of many health snacks on the market, Bromley lays the brand’s success down to its ability to distinguish from rivals. She said it is Popchip’s ability to step away from “bland, apologetic and permissive health brands” that gives it the edge.
This year, it will continue to lean on field marketing, sampling and social media outreach to win over hearts and minds. Bromley concluded: “We take the time, and the effort to create engaging brand experiences, and build one on one rapport with our snackers which means we have a truly loyal and engaged audience who love popchips as much as we do.”
Will Thacker, executive creative director at 18 Feet and Rising, summed up the campaign: “It moves away from health food and crisp stereotypes, brightening up the streets at this dull and grey time of year, when people are trying hardest to be good to their bodies.”
The ads will run on out of home media in London and Manchester. There will be digital and social activity in the UK and US from 29 January. Goodstuff is guiding media.