Pop Chips Advertising and Art Direction Campaign

The next generation of chips

CAMPAIGN

Janae Puleo & Rob Solis

Historical AnalysisPopchips are an innovative, delicious line of popped potato chip snacks that launched in May 2007, and are well on their way to something special. Never fried (unhealthy), never baked (undelicious), Popchips are simply popped using heat and pressure to create the first line of all- natural chips. They include all the flavor and less than half the fat of fried chips, not to mention, fewer calories and none of the trans fat or artificial colors or flavors that give snacking a bad name.The San Francisco-based company manufactures and markets the line of chips that are available in many of the lead-ing retailers in North America, including Whole Foods, Safeway, Wegmans, Ralphs, Target, and select Costco locations nationwide. Popchips are also available nationally at all Jamba Juice locaions, in the mini bars at Hotels and on board with Virgin America and United Airlines. Significant growth is expected in 2014 as the company continues to expand distribution in both existing and new markets throughout North America.Popchips is gaining acclaim for its innovative line of great tasting chips, including being named to Ad Ages list of Americas Hottest Brands and Forbes list of Americas most promising companies, and being named best chips/snacks by Shape, Mens Health, Real Simple and Health Magazine.

Industry/Environmental AnalysisThere has been indication of a growing consumption of baked potato chips in the U.S. 63% of people surveyed say they eat and prefer reduced fat or baked potato chips. Most people enjoy potato chips in relative moderation and are aware of its nutritional value.

1

SWOT Analysis Strenghts

- First potato chip not baked or fried -Highprofitability -Goodvarietyofproducts -ProductsdonotcontainGMO,MSG, preservatives,oradditives,andonlyuse sunfloweroil -Glutenfree&soyfree -Positive brand image -Less expensive than other potato chip brands

Weaknesses -Littleadvertising -Lowawareness -Notavailableatallretaillocations - Bags are hard to open -Nonrecyclablepackaging

Opportunities

-Societysincreasedemphasisona healthierlifestyle -Marketisbroadening -ExpandingdistributionthroughoutNorth America -Becomingpartofthenativemobile experiencewithnewdigitalstickers

Threats

- Increase in competition of chips made from being popped -Manyotherpotatochipbrandsoutthere (manypeopledonotcarehowitismade) -Theyarenotasflavorfulasotherbrands of chips

2

Competitive AnalysisLays- Air PopsSTRENGTHS- Flavorful- Excellent distribution & availability- Good advertising strategiesWEAKNESSES- New products introduced to market- Low brand awareness - Expensive

KETTLE-BakedSTRENGTHS- Wide variety of flavors- Cook in small batches for a signature taste- High brand recognitionWEAKNESSES- Highly priced- Unfavorable packaging

Goal of Campaign- Evaluate Popchips consumer-brand interaction via social media- Understand consumer thoughts of potato chips that are not baked or fried- Make the audience aware of Popchips brand

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Objectives- By the end of our campaign, 80% of our target market will be aware of Popchips, and 70% will be able to reiterate the advertising message and understand Popchips nutritional facts and how they are made.

Primary Research- Individual sampling of Popchips potato chip flavors- Visits to food stores, specifically snack ailes- Surveys conducted online- Focus group (10 people)

Secondary Research- Popchips website (www.popchips.com)- Blogs-Online product reviews

4

Target Market Profile:

Demographics- Men & Women- Ages: 18-45- Educated students/Working professionals- Annual income: $50,000-$65,000

Psychographics- Interactive online and on social media platforms- Prefer healthier snack alternatives when applicable- Aware and conscious of food quality, contents, and health benefits of food products- On-the-go- lifestyle

5

Campaign:

Strategy- Based on research, we found that our target market enjoys snacking on potato chips but find them to be unhealthy with low nutritional value. They also had very low brand recognition for Popchips. Our campaign highlights and emphasizes that we are the first potato chip brand to ever make chips that are not baked or fried. They are simply popped. The tagline, The Snack You Feel Good About ties the ads together to show consumers that they no longer have to feel guilty about eating potato chips. We are the next generation of chips. Popchips is a snack to enjoy without feeling shameful, because there is nothing in Popchips that is bad for your body.

Big Idea-Popchips prides itself on being the next generation of potato chips. We provide you with a healthier snacking alternative that you wont feel guilty about.

6

Creative

For our advertisements we focused on our main competitor advantage, which is how Popchips are made. For our visuals, we chose very recognizable, very classic, memorable paintings from the past. These represent the old potato chip brands out there; they tend to go out of style, or are not keeping up with new trends such as being health conscious or indivdual lifestyles choosing foods that are not preserved, chemically altered, fried, or baked. Each image contains Popchips brand chips incorporated into the painting to show that something old, like a classic potato chip, can be modified into something new. This is our idea of the next generation of chips. The body copy for each ad begins by expressing that what you are seeing is old, yet Popchips can bring it back to life by offering its new innovative products.

Share the Fun

No matter how long youve been around, its easy to enjoy this next generation of chips.

Popchips are the rst brand of potato chips to be popped &

NEVER FRIED, NEVER BAKED.

The Snack You Feel Good About.

Visit www.Popchips.com for a discount o your next purchase!

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A New Twist on an Old Classic

Some things get better with age, and others just need a little updating.

Popchips are the rst brand of potato chips to be popped &




Teach a Dog a New Bag of Chips

It doesnt matter what the occasion is, or who you are with.

Popchips are a fun, new & innovative kind of potato chip made from being popped &




8

Crea

tive B

rief-

Popc

hips

Histo

rical

Back

groun

d:Sa

n Fran

cisco

nativ

es, Fo

unde

r and

CEO

Keit

h Bell

ing, a

nd C

oFou

nder

and P

reside

nt P

at T

urpi

n cr

eate

d P

opch

ips

in M

ay 2

007.

The

y ha

d a

mis

sion

to b

e th

e fi

rst b

rand

of

pota

to c

hips

that

wer

e ne

ithe

r ba

ked

or f

ried

. Thi

s pu

t the

m in

a s

eper

ate

and

new

cat

egor

y of

chi

ps th

at w

ere

mad

e fr

om s

impl

y be

ing

popp

ed. T

heir

mai

n go

al w

as to

pu

t the

fun

ba

ck in

snac

king,

emph

asizin

g on t

he he

althie

r alte

rnativ

e tha

t Pop

chips

bran

d prov

ided.

Pop

chip

s ar

e pr

oudl

y fr

ee o

f G

MO

, MS

G, p

rese

rvat

ives

and

add

itiv

es. T

hey

are

the

next

ge

nera

tion

of

pota

to c

hips

.

Rol

e of

Cam

paig

n:A

fter

this

cam

paig

n w

e pr

edic

t to

incr

ease

sal

es b

y 8%

, aw

aren

ess

by 8

0% a

nd

com

preh

ensi

on b

y 70

%. W

e w

ant c

onsu

mer

s to

be

able

to r

eite

rate

our

mai

n m

essa

ge a

nd

have

kno

wle

dge

of P

opch

ips

nutr

itio

nal f

acts

and

how

they

are

mad

e.

Targe

t Mark

et:C

olle

ge e

duca

ted,

pro

fess

iona

l wor

king

men

and

wom

en a

ges

18-4

5

Big I

dea:

Pop

chip

s pr

ovid

es th

e fi

rst p

otat

o ch

ip o

f it

s ki

nd to

be

neit

her

frie

d or

bak

ed, b

ut r

athe

r po

pped

, all

owin

g it

to b

e a

heal

thie

r al

tern

ativ

e to

sna

cker

s w

ishi

ng f

or a

pot

ato

chip

.

Supp

orting

Evid

ence

:C

onsu

mer

s pr

efer

eat

ing

Pop

chip

s br

and

for

its

auth

enti

city

and

hea

lthi

er in

gred

ient

s.

Tone

:F

un, e

nerg

etic

, and

firs

t of

its

kind

Pop Chips Advertising and Art Direction Campaign

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