Snack brand PopWorks has unveiled its first-ever TV and digital campaign with the aim of presenting its non-HFSS range as a balanced choice that does not compromise on flavour.
Developed by creative agency VCCP, the campaign is inspired by Pop Art and will highlight the brand as an ‘alternative way to snack’.
According to PopWorks, three out of four Generation Z and Millennials agree that it is not always easy to opt for balanced choices when buying their snacks. The brand intend to tap into the rising demand for healthier snacking.
Running until the end of May, the TV campaign will be supported with shopper marketing, out-of-home (OOH) as well as digital and social activations.
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“Gen Z and Millennials continue to look for excitement and innovation within the savoury snacks category, therefore launching our first-ever TV advertising campaign will help highlight how the brand is catering to this demand,” PopWorks senior marketing manager, Caroline Hay, said.
“We’re making a key step towards tapping into current consumer trends for more balanced snacks, and will also aid retailers to maximise sales by drawing in a new demographic.”
VCCP executive creative director, Mark Orbine, added: “Our approach to the PopWorks brand launch was centred in creating a distinct piece of comms which goes against the grain of non-HFSS products.
“We wanted to launch PopWorks in a fun and unique way, showing how PopWorks are firstly, and most importantly fun and delicious but with a bonus of being never fried. We have also created the PopWorks brand world of Pop Art to tell our story – leveraging a rebellious and disruptive art form to launch PopWorks into the savoury snack category.”
