The next generation of chips

CAMPAIGN
Janae Puleo & Rob Solis
Historical Analysis
Popchips 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 frst line of all- natural chips. They include all the favor and less than half the fat of
fried chips, not to mention, fewer calories and none of the trans fat or artifcial colors or favors 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.
Signifcant 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 Analysis
There 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
- High proftability
-Good variety of products
-Products do not contain GMO, MSG,
preservatives, or additives, and only use
sunfower oil
- Gluten free & soy free
-Positive brand image
-Less expensive than other potato chip
brands
Weaknesses
- Little advertising
- Low awareness
- Not available at all retail locations
- Bags are hard to open
- Non recyclable packaging


Opportunities
- Societys increased emphasis on a
healthier lifestyle
- Market is broadening
- Expanding distribution throughout North
America
- Becoming part of the native mobile
experience with new digital stickers


Threats
- Increase in competition of chips made
from being popped
- Many other potato chip brands out there
(many people do not care how it is made)
- They are not as favorful as other brands
of chips


2
Competitive Analysis
Lays- Air Pops
STRENGTHS
- Flavorful
- Excellent distribution & availability
- Good advertising strategies
WEAKNESSES
- New products introduced to market
- Low brand awareness
- Expensive
KETTLE-Baked
STRENGTHS
- Wide variety of favors
- Cook in small batches for a
signature taste
- High brand recognition
WEAKNESSES
- 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
3
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 favors
- Visits to food stores, specifcally snack ailes
- Surveys conducted online
- Focus group (10 people)
Secondary Research
- Popchips website (www.popchips.com)
- Blogs
-Online product reviews
4
Target Market Profle:
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 benefts 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 fnd 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 frst 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 of your next purchase!
7
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 &
NEVER FRIED, NEVER BAKED.
The Snack You Feel Good About.
Visit www.Popchips.com for a discount of your next purchase!
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 &
NEVER FRIED, NEVER BAKED.
The Snack You Feel Good About.
Visit www.Popchips.com for a discount of your next purchase!
8
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