SkinnyPop is launching its first integrated brand campaign, with creative that’s a departure from the usual earnest, ingredients-focused ads for “better for you” snacks.
The campaign, “We Do Popcorn. You Do You,” supports SkinnyPop’s bagged popcorn, cakes and new microwave products.
The creative presents humorous scenarios inspired by fans’ descriptions of their feelings about the brand.
The TV/online video ads aim to “celebrate the fun of snacking and the sometimes over-the-top lengths fans will take to get their fix” — and fans’ reactions to them on Facebook make it clear that while the scenarios are a bit exaggerated, they strike a cord, says SkinnyPop’s agency of record, McGarrah Jessee.
In one of the 30-second TV/online video ads, a young woman is apprehended in the lobby of a movie theater, as she attempts to smuggle in, under her sweater, several large bags and boxes of SkinnyPop — and a small appliance.
The second video ad (below) depicts a mother who, while waiting at a stoplight, takes radical action to feed her craving for SkinnyPop.
Print creative uses a cartoonish type font for whimsical copy (“If the bag is
empty, eat the piece that fell in your bra”).
The campaign, which supports SkinnyPop’s bagged popcorn, cakes and new microwave products, is launching with native and digital video spots and social integrations this month.
National print will roll out next month, and the national TV campaign is slated for early fall.
SkinnyPop’s parent company, Amplify Snack Brands, as well as McGarrah Jessee, are based in Austin, Texas.