Metcalfe’s skinny popcorn has launched a new “pop it like it’s Metcalfe’s” TV advert as part of a fully integrated £2m marketing programme.

Metcalfe’s skinny is growing at a rate of 11.1% year on year, ahead of the total popcorn category (AC Nielsen, Total Coverage, Popcorn EPOS Value Sales MAT w/e 28.1.17). The consumer support will run throughout the spring.

The advertising launched on 4 March and will run for five weeks. The ads invite consumers into various popping rooms in the Metcalfe’s factory to watch the ingenious ways they pop their popcorn. 

In addition, Video on Demand, social media, PR and sampling will be used.