KP Snacks and Live Nation Partnered for a New Popchips Campaign
Michael Hemsworth — July 19, 2024 — Marketing
References: kpsnacks & talkingretail
KP Snacks and Live Nation have announced a new partnership and campaign in celebration of festival season with the Popchips snack lineup that will help to raise awareness for the better-for-you snacks. The partnership will see Popchip sampling activations taking place in the UK alongside an expansive campaign including social media and out of home marketing. The partnership will extend into 2025 with additional marketing activations and activities projected to span several festivals.
Brand Manager, Popchips, KP Snacks Alex Callender commented on the KP Snacks and Live Nation partnership saying, "Popchips is a leading brand in Healthier Snacking and we are thrilled to be working with Live Nation so when people come together to enjoy the music they love, they can do it with the snacks they love too. Live Nation is a perfect partner for the positive and flavourful Popchips brand, and we are excited to see this collaboration come to life over the next few months.”
Brand Manager, Popchips, KP Snacks Alex Callender commented on the KP Snacks and Live Nation partnership saying, "Popchips is a leading brand in Healthier Snacking and we are thrilled to be working with Live Nation so when people come together to enjoy the music they love, they can do it with the snacks they love too. Live Nation is a perfect partner for the positive and flavourful Popchips brand, and we are excited to see this collaboration come to life over the next few months.”
Trend Themes
1. Health-conscious Festival Foods - Festival-goers are increasingly seeking healthier snack options, prompting brands to position better-for-you products at music events.
2. Experiential Marketing Activations - Brands are leveraging live events for hands-on sampling opportunities to engage consumers directly and create memorable experiences.
3. Social Media-driven Campaigns - Integrating social media efforts with physical event presence offers brands extended reach and engagement beyond the festival grounds.
Industry Implications
1. Snack Food Industry - The push towards healthier snacking alternatives opens up new market opportunities for brands to differentiate themselves within the competitive landscape.
2. Live Entertainment Industry - Partnerships with snack brands provide additional revenue streams and enhance the overall experience for event attendees.
3. Digital Marketing Industry - Combining online marketing strategies with in-person events allows for a cohesive approach to branding and consumer interaction.
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