Pop up your afternoon

KP Snacks has unveiled a new radio campaign for popchips in partnership with Capital, the UK’s no.1 hit music station. Running until mid-May, the “Pop up your afternoon” campaign spans Capital’s radio, digital and social channels, championing popchips’ delicious flavour and satisfying crunch while positioning the brand as the go-to afternoon pick-me-up.

The campaign features three key elements, leading with a series of four, high energy audio ads voiced by award-winning UK pop star and brand ambassador Tom Grennan. Airing at peak snack time every afternoon, the spots dial up the brand’s bold flavours and irresistible crunch, putting popchips front of mind when listeners need a lift.

Monthly competitions will give Capital listeners the chance to win a range of exciting, taste and music-led prizes, invigorating listeners’ afternoons with four massive chances to win. Prizes include a “Popstar Weekend” for four, featuring tickets to a gig of choice and an overnight stay at a 4-star hotel. A legendary Madrid night-out for two is also up for grabs, covering return flights, two nights’ accommodation at a 4-star hotel and entry to an event at the famous Fabrik nightclub. Further prizes include a getaway to Prague featuring a rooftop DJ session and a sunset boat party in Malta.

Finally, a “Chip Chat” video, presented by Capital’s Will Manning and singer-songwriter Mimi Webb, brings popchips’ fun credentials to life on social media in a personality driven, unfiltered, spontaneous, confessional style.

Priyanca Masrani, Brand Manager at popchips says: “We’re delighted to be partnering with Capital to bring the popchips brand to life in a new and exciting way. Afternoon snacking is a key occasion where popchips thrives and our latest campaign has been designed to put the brand front of mind exactly when listeners are craving a delicious and satisfying snack. With music at the heart of our brand, from our Tom Grennan ambassadorship for a second year in a row, this collaboration with Capital is the perfect next step in making the everyday pop.”