Popchips has launched ‘Be a Bit Good’, a new brand campaign that promotes the snack as a lighter alternative to fried and baked potato crisps.
The new drive humorously recognises the token efforts Brits make to be healthy - such as signing up for gym memberships they never use - and urges consumers to make Popchips part of a balanced lifestyle, rather than taking up extreme fitness regimes and fad diets.
Aimed at extend the low-fat brand’s ‘fanbase’, the campaign comprises of out-of-home advertising, press, point-of sale, digital and PR activity.
“We’re excited to introduce Popchips to new consumers by grabbing their attention with our fun new brand campaign, which combines a widespread OOH presence with our first high-impact digital ad placements,” said Popchips marketing manager Ruth Fittock.
“January is traditionally the time when consumers are bombarded with health messages, so we hope our witty campaign, which recognises the reality of modern healthy living, will resonate and inspire consumers to give us a try.”
Popchips - which cooks its crisps through a combination of high pressure and high temperature - is up 46.9% in value sales [IRI 52 w/e 5 December 2015].