Snack brand PopWorks is launching its first TV and digital campaign that will run until the end of May. The entire PopWorks range is now non-HFSS, tapping into growing consumer demand for “balanced but taste-led snacks”.
The campaign is inspired by Pop Art, and will spotlight PopWorks as an “exciting brand answering current consumer trends, by offering an alternative way to snack through its variety of distinct flavours”.
The launch will be supported with shopper marketing, out of home as well as digital and social activations, targeting both Gen Z and Millennial audiences.
Caroline Hay, PopWorks senior marketing manager, commented: “Gen Z and Millennials continue to look for excitement and innovation within the savoury snacks category, therefore launching our first-ever TV advertising campaign will help highlight how the brand is catering to this demand. Through a wide range of flavours, PopWorks hopes to show shoppers that non-HFSS options can still be packed full of flavour and that they don’t have to compromise on taste when making smarter choices. We’re making a key step towards tapping into current consumer trends for more balanced snacks, and will also aid retailers to maximise sales by drawing in a new demographic.”
The PopWorks range is available nationally in sharing (85g – MRSP £2.25) and single (28g – MRSP £1) formats.
