• by Karlene Lukovitz  @KLmarketdaily, August 10, 2016

SkinnyPop is launching its first videos, to convey its simple ingredients messaging to moms during the back-to-school period.

In the video series, created by Olson Engage, kids of kindergarten- to third-grade-age are asked to read the ingredients lists on the labels of other salty snack brands often found in school lunches. 

In the 45-second kickoff video (below), the kids are shown giggling as they struggle to spell ingredients like monosodium glutamate and soy lecithin. (The identities of the rival brands aren’t shown, but SkinnyPop’s PR efforts note that the former ingredient is found in Doritos and Cheetos, and the latter in Cheez-Its.)

The kids are then asked to read SkinnyPop’s label — a cinch, since the ingredients are popcorn, sunflower oil and salt.

Overt message: “Simple Tastes Better.” Underlying message: Don’t make your kids eat ingredients that they can’t spell.

In addition to YouTube, the videos will be promoted on SkinnyPop’s owned Twitter, Instagram, Facebook and Pinterest channels, and distributed as paid ads on the same social platforms.

Shorter videos, including some five-second ones, are also part of the campaign.