KP Snacks has unveiled a £1m media investment for Popchips, showcasing a series of campaigns across cinema screens and out-of-home advertising.

Kicking off this month and running into the beginning of next year, KP Snacks has sponsored Pearl & Dragon Adventure Cinema, with a 30- second ‘popping with positivity’ Popchips advert featuring in cinemas.

The advert will include a social selfie competition to win a six months’ supply of popchips and Pearl & Dean cinema tickets and will be supported by off-screen media and popchips sampling opportunities in an effort to boost brand penetration.

As part of the partnership, Popchips is also creating and recording a stunt at the Croome Court Adventure Cinema involving a band, which will be incorporated into a new 40-second advert.

Alongside this, DCM will be running a 20-seconds Popchips ad from October into 2024.

To drive reach across residential areas, Popchips will also be using its existing “Start Something Good” messaging across OOH media campaign starting this month through till the end of October.

Alex Callender popchips brand manager said: “We are delighted to be launching such an exciting new campaign for Popchips. Our partnerships with Pearl & Dean cinemas and DCM are well positioned to disrupt and engage customers with the fun and vibrant setting of cinemas, the perfect partner to the positive and flavourful Popchips brand. The Popchips brand is growing strongly and the new media investment will help to further propel brand awareness.”