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agenda setting idea
Start Something Good
popchips is the latest addition to the KP Snack portfolio.
The original ‘popped, not fried’ snack, delivering delicious flavour for under 97 calories.
When we arrived on scene, popchips was a niche wellness brand, drowning in a sea of sameness.
We needed to channel the brand’s unique sense of positivity in a way that stood out and drove growth in an evolving and hotly contested category.
Our insight was that diet culture’s moved on from the old school cycle of credits and debits.
Instead, our audience is on a journey of cumulative little wins. One good choice turns into another, and another, and another – no sacrifice necessary!
The idea was launched with a shiny 30” TVC, followed up by a successful podcast sponsorship.
Brand awareness hit an all time high – we overtook Sunbites to become the second biggest player in the market; penetration grew +26% vs Sunbites -15%, and market share grew 17% YOY, vs Sunbites that saw -38% decline.
Sales outperformed the category by +20 percentage points, seizing the crown for highest performed within healthy crisps – the fastest growing FMCG brand in the UK.
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