| Sector | FMCG, Food |
|---|---|
| Buying route | Film Packs |
| Audience | ABC1 Adults |
| Sector | FMCG |
| Target Audience | Adults |
| Package | Film Packs |
| Copy Length | 20" |
Background
- Being new to cinema, Popchips wanted to launch their brand and message across an attentive space to showcase their existing 20” TVC across a wide range of films in Q4 of 2023.
- Popchips saw cinema as the perfect medium for boosting salience in a shared environment, to drive impact and recommendation vs their already established competitors.
Plan
- Their key objective for this campaign involved driving purchase intent across their target audience of adults who buy crisps, testing cinema's ability in driving conversion metrics.
- Using their ‘Start Something New’ copy, Popchips started with cinema, accessing several popular films running across the end of the year, including The Hunger Games: Ballad of Songbirds and Snakes, Killers of the Flower Moon, The Marvels and Aquaman and the Lost Kingdom.
Results
Cinema exposure significantly improved upper- and middle-funnel metrics including awareness, key perceptions, consideration and intention to purchase:
- 52% positive uplift of people who agreed with the statement "Popchips makes you want to start something good".
- 46% positive uplift of people who agreed with the statement "The Popchips brand stands for positivity".
- 52% positive uplift of people who agreed with the statement "Popchips are perfect for moments that become great memories".
- 63% positive uplift of people who agreed with the statement "Popchips make me feel free to snack".
Cinema delivered a +32% uplift in positive impressions of the Popchips brand, and 61% of those exposed to the ad in the cinema were aware of Popchips, a 9% directional uplift from the control group.
Consideration of Popchips significantly increased by +27% when exposed to the ad in cinema, and c.60% of Test cinemagoers intend to buy Popchips as result of this campaign.