Healthier snack manufacturer Proper has just rolled out a new creative platform, called Practice Proper Snacking.
The platform subverts the intensity of wellness culture, illustrating that snacking on Proper can be an intentional choice. The master brand campaign will refresh all of the brand’s digital channels in a move to unite corn and chips under one banner. It builds on Proper’s legacy of bold, culturally relevant campaigns that “punch above their weight,” it says.
Sandie Dilger, chief marketing officer, said: “Proper has always taken inspiration from culture, and there’s no better moment to lean into the world of wellness with a playful twist. Journaling, gratitude and setting boundaries all have their place, but sometimes the most satisfying act of self-care is simply enjoying a great-tasting snack.”
The campaign will be highly visible throughout May with key OOH placements at London’s Old Street, Westfield Stratford, Manchester Piccadilly Gateway, Manchester One and Manchester Printworks.
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