Popchips Launches First-Ever National Television Campaign
Sept. 22 was the launch date for Popchips’ first national TV campaign, in which it shares the “magic” of its creation of popped potato and veggie chips that have “all the flavor and half the fat of a greasy, fried chip.”
The campaign is called “the popchips way.”
The Los Angeles-based company makes its chips with hot air and pressure, which circumvents the need to deep-fry in oil. The airy but tasty chips are gluten-free, with no trans fats, artificial flavors, colors or preservatives.
From its launch in 2007 until now, popchips has relied on grassroots marketing and celebrity seeding initiatives to become a “pop culture brand” that has the highest social engagement in its category, according to a 2013 Mintel study.
But brand awareness was still very localized to large metropolitan cities, so in early 2014, the brand decided to take popchips national with a robust marketing program anchored by its first-ever television campaign.
For the largest marketing investment in its history, popchips chose to partner with the Dandelion Agency, headed by award-winning director Kirt Gunn, across all major touch points. The agency leveraged its roster of prominent television writers from successful sitcoms and comedy shows, such as “The Office,” “The Daily Show,” “The Colbert Report,” “30 Rock” and “Da Ali G Show” to write humorous scripts that featured the product in funny situations and played on simple interactions between couples.
In addition to the historic investment for the brand, popchips complemented the campaign by blanketing two of the most pop-culturally relevant cities with billboards at their most iconic locations—Times Square and Hollywood. They convey popchips’ unique product offering in a fun and contextual way.
Popchips also launched a fully redesigned website—popchips.com—that features the new television spots in a content-rich environment. Popchips also will upgrade its social media presence to further activate and extend the new campaign content.