KP Snacks is reaffirming its commitment to under 100 calorie products by launching two new campaigns for 2019.
As a part of its ‘Taste for Good’ commitment, KP Snacks has been working on improving the health credentials of its products and next year will see the brand tap into demand for healthy snacks with a £2m marketing push.
Kicking off on 14 Janaury 2019, Hula Hoops Puft will return to TV with the launch of a new £1.5m ’Mouth Meditation’ campaign, featuring the voice of comedian Miranda Hart.
Supported by digital, out of home media and in-store activation, the 20-second advert carries the tagline “try to resist the urge to lick the TV”, reminding consumers that the crisp snack contains 72 calories per pack and is available in a range of flavours (Salted, Salt & Vinegar, Beef and Sweet Chilli).
KP Snacks is also injecting £500,000 into a creative outdoor media campaign for its Popchips brand, commencing on 28 January 2019. Focused on key city centre locations and transport hubs, the campaign aims to reach a professional, urban audience with the message that ‘better for you’ doesn’t have to be boring.
The campaign will be supported by guerrilla marketing and large scale sampling and will see Popchips promoted with the hashtag #EnjoyMore.
Kevin McNair, marketing director at KP Snacks, said: “We want to raise consumer awareness of the healthier snacking choices that are available to them but without compromising on flavour. At KP Snacks we want to empower crisp lovers to enjoy snacking with a colourful and positive attitude, and without the need to use guilt-focussed language.
”Hula Hoops Puft and popchips form part of our extensive under 100 calories portfolio that offers retailers a range of products and formats that can be activated across all areas of the store. We are particularly delighted to have Miranda Hart on board for this new Puft campaign which really portrays the playfulness of the brand and allows retailers to capitalise on the growing healthy living trend.”
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