KP Snacks has announced a new festival partnership and campaign for its beacon “Better for You” brand, popchips. This year, popchips worked with Live Nation UK to sponsor the Latitude and Gunnersbury Park festivals as the exclusive snack brand partner, bringing popchips’ trademark positivity to the popular music entertainment format.
The partnership includes popchips samples being shared with festival goers to raise awareness of the popping collaboration and get their taste buds dancing! Typically, festivals bring thousands of people together to have fun in a vibrant and celebratory atmosphere, making this a perfect partnership for popchips.
The launch of this new popchips campaign will be supported across OOH and social media and include a range of product and ticket giveaways.
The festival partnership will be extended in 2025 with the addition of the Isle of Wight festival with exciting new festival marketing activations and activities planned across all three festivals.
“popchips is a leading brand in Healthier Snacking and we are thrilled to be working with each festival so when people come together to enjoy the music they love, they can do it with the snacks they love too," said Alex Callender, Brand Manager, popchips, KP Snacks.
"Music festivals are the perfect partners for the positive and flavourful popchips brand, and we are excited to see this collaboration come to life over the next few months.”
Providing a permissible snack without compromising on big flavour, popchips is worth £46.4m and holds a 16.2 per cent share of the Healthier Snacking segment. Rated as the number one “Better for You” bagged snack brand in the sharing pack format, the entire popchips range is non-HFSS.
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