Media agency Starcom has announced a partnership for snack brand Popchips with global podcast company Acast.
Popchips has launched a 'Pop of Positivity' challenge to encourage consumers to be more positive in their daily lives and to promote the brand as the snack of choice.
The campaign will run across five podcasts, including Jamie Laing and Francis Boule's 'Private Parts', Romesh Ranganathan’s ‘Hip Hop Saved my Life’ and Katherine Ryan’s ‘Telling Everybody Everything’.
The partnership with Acast will feature three elements targeting young adults: audio ads – including a binaural 3D ad, – sponsored reads and branded segments. The 3-5-minute branded segments will be placed within the podcasts promoting steps listeners can take to inject a pop of positivity into their lives.
On the 'Private Parts' podcast, Francis and Jamie will be setting each other positivity tasks for the month, while Katherine and Romesh will feature on each other’s podcasts – a media first cross-podcast branded segment execution - to set their goals for one another,
“Following some great media campaigns for the likes of our other brands (KP Nuts and McCoy’s Muchos), we are excited to be launching this audio campaign for Popchips," said Good Snacking Marketing Controller at KP Snacks, Zoe Cashin-Howe.
"Podcasts are a great way to engage this millennial audience and it’s the first time we’re getting the podcast hosts to talk about the product integrated as part of the show, rather than just a separate ad. We feel this will deliver a much more nuanced product promotion for the listener."
The full campaign launches this week and will run until 1 April.