KP Snacks has unveiled a new radio campaign for its Popchips brand, in partnership with the Capital station.
Now live until mid-May, the Pop up Your Afternoon campaign spans Capital’s radio, digital and social channels, championing Popchips’ flavour and crunch while positioning the brand as “the go-to afternoon pick-me-up,” it said.
The campaign leads with a series of four high energy audio ads voiced by award-winning UK pop star and brand ambassador, Tom Grennan. Airing at peak snack time every afternoon, the spots “dial up the brand’s bold flavours and irresistible crunch, putting Popchips front of mind when listeners need a lift.”
Monthly competitions will give Capital listeners the chance to win a range of prizes, invigorating listeners’ afternoons with four chances to win.
Prizes include a Popstar Weekend for four, featuring tickets to a gig of choice and an overnight stay at a 4-star hotel. A Madrid night-out for two is also up for grabs, covering return flights, two nights’ accommodation at a 4-star hotel and entry to an event at the famous Fabrik nightclub. Further prizes include a getaway to Prague and a sunset boat party in Malta.
Finally, a Chip Chat video, presented by Capital’s Will Manning and singer-songwriter Mimi Webb will also air.
Priyanca Masrani, brand manager at Popchips, said: “We’re delighted to be partnering with Capital to bring the brand to life in a new and exciting way. Afternoon snacking is a key occasion where Popchips thrives and our latest campaign has been designed to put the brand front of mind exactly when listeners are craving a delicious and satisfying snack.”
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