KP Snacks is reaffirming its commitment to the under 100 calories portfolio, which currently consists of 37 products, by launching creative campaigns for two of its flagship brands; Hula Hoops Puft and Popchips.
Hula Hoops Puft will return to TV on January 14 with the launch of a new £1.5m campaign; Mouth Meditation, 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 snack is just 72 calories per pack and 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 Popchips, commencing on January 28. 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”.
Kevin McNair, marketing director at KP Snacks commented: “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-focused 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.”