KP Snacks has today named Tom Grennan - one of the UK’s biggest solo artists - as the official Popchips ambassador.
The new partnership taps into Popchips’ positive positioning while enhancing its relevance. Grennan will perform at a special event delivered by the brand in May. Tickets will be available on a new on-pack promotion running across the portfolio from next week until the end of March.
Featuring a flash of Tom, the on-pack also offers consumers the chance to win cash prizes and tickets to leading UK festivals.
To celebrate further, the brand will be supported by a £1m media investment with a campaign running across out-of-home and social media channels, as well as audio platforms including Spotify.
In addition, Popchips is the exclusive snack brand partner of the Latitude Festival for the second consecutive year. This year, it has extended its partnership work with the addition of The Isle of Wight Festival, growing its reach even more.
Alex Callender, brand manager, says: “We’re delighted to announce Tom Grennan as the official ambassador. As a brand known for its positive energy, we’re committed to tapping into culturally relevant moments in our consumers’ lives to drive a stronger emotional connection and boost brand penetration.”
The new on-pack promotion will run across the entire Popchips range including sharing, multipack, single and pricemarked pack formats.
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