KP Snacks has named Tom Grennan, one of the UK’s biggest solo artists, as the official Popchips ambassador.
The snacks giant says the new partnership taps into Popchips’ positive, feel-good positioning while enhancing the brand’s relevance.
As an ambassador, Tom Grennan will perform at a special event delivered by Popchips in May. Tickets to this exclusive event are available as prizes via the brand’s latest on-pack promotion, which is running until the end of March. Consumers also have the chance to win cash prizes and tickets to leading UK festivals.
To celebrate the Tom Grennan announcement, the brand will be supported by a £1m media investment with a campaign running across OOH and social media channels, as well as audio platforms including Spotify.
In addition, Popchips will be the exclusive snack brand partner of the Latitude Festival for the second consecutive year. This year, the brand has extended its festival partnership with the addition of The Isle of Wight Festival.
Alex Callender, brand manager at Popchips, says: “We are delighted to announce Tom Grennan as the official popchips ambassador. As a brand known for its positive energy, we are committed to tapping into culturally relevant moments in our consumers’ lives to drive a stronger emotional connection and boost brand penetration. By sponsoring two key UK festivals, we are taking this one step further, engaging consumers in an exciting setting and giving our leading ‘Better for You’ brand true differentiation.”
Worth £42.7m, Popchips is the number two healthier brand in the CSN market with a 14% share of the healthier snacking segment (Nielsen).
