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Media | Creative

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Propercorn, planned its first ever media campaign in 2020 targeting office snackers. After UK lockdown closed workplaces and meal deals vanished, at-home sharing pack sales soared and under-35s bingeing rose 56%. Beyond repositioned Propercorn for streaming. They shifted their budget to Sky’s box-set inventory for its TV debut.  

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We created a standout creative approach, bringing to life the product story with a look and feel which translated right through to pack.

Leveraging Thinkbox “comfort viewing” data, spots ran in Succession, Chernobyl and Game of Thrones. Social campaigns on Twitter, Facebook and Instagram spurred second-screen chat.

Results: brand awareness +65%, familiarity and purchase intent +11%; sharing-bag sales +28%, multipacks +25% (vs category +14%); grocery reach +19% instore, +29% online.

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