Popcorn and lentil crisps brand Proper is looking to subvert the intensity of ‘wellness culture’ with the launch of a new creative platform and its biggest campaign to date.

“Practice PROPER snacking” aims to flip the script on the overly-saturated social-media fuelled world of wellness by positioning the brand as the perfect self-care treat.

The ads were crafted by creative outfit Joyful & Triumphant in collaboration with Proper’s in-house creative team. While agency partners Earnies and Yonder supported the wider campaign rollout across social and digital platforms.

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“Proper has always taken inspiration from culture, and there’s no better moment to lean into the world of wellness with a playful twist,” said Sandie Dilger, CMO at Proper Snacks.

“Journaling, gratitude, and setting boundaries all have their place, but sometimes the most satisfying act of self-care is simply enjoying a great-tasting snack.”

The snacking brand’s campaign will be visible across high-impact out-of-home which will be visible throughout May with key placements in London at Old Street and Westfield Stratford, as well as Manchester Piccadilly Gateway, Manchester One and Manchester Printworks.