Metcalfe’s skinny® popcorn has launched a new television advertising campaign. The “pop it like it’s Metcalfe’s” ad is part of a fully integrated, £2m marketing programme which also incorporates digital and consumer PR activity.
Metcalfe’s skinny®, the UK’s number 1 premium popcorn, is growing at an impressive rate of 11.1% year on year, ahead of the total popcorn category1 which is being led by premium, ready to eat brands such as Metcalfe’s. The consumer support will run throughout the spring and will continue to build awareness, engagement and trial, and help drive further growth for Metcalfe’s.
The advertising support launched during ’The Voice’ on ITV on Saturday 4th March and runs for 5 weeks. The ads invite consumers into various popping rooms in the Metcalfe’s factory to watch the ingenious ways they pop their popcorn. In each room, kernels are popped in different, fun, and always unexpected ways!
In addition, Video on Demand, social media, PR and sampling will be used to amplify the TV advertising. The creative researched extremely well with consumers, communicating lightness and delicious taste, whilst at the same time providing strong standout to build emotional engagement with the audience.
The consumer campaign follows the launch of Metcalfe’s new packaging design and helps bring the brand’s playful and lighter personality to life. Kettle Foods Ltd’s Marketing Director, Andrew Slamin said: “We feel the new ads aptly communicate Metcalfe’s skinny popcorn’s light hearted humour which will resonate with the whole family and help drive continued growth for the brand.”
You can see the adverts here:
Statistics: 1 AC Nielsen total coverage, Popcoprn EPOS Value Sales MAT 28.1.17
Metcalfe’s skinny® popcorn: Product information
Format: sharing x 8 bags per outer. Impulse x 24 bags per outer
RRP: £1.59 sharing bags, 79p impulse bags
Range: Metcalfe’s Skinny® popcorn flavours include Sea Salt, Sweet ‘n’ Salt, Cinema Sweet, Cinnamon Sweet and new Maple Bacon.
Kettle Foods Ltd