The Brand
Poppin Popcorn
The Media Owner
ARN
ARN National Integrated Partnership
The first of its kind, ARN brings to life an on-air partnership with Poppin Popcorn across 9 metro and 19 regional Stations with one ARN Account Manager, seamlessly managing the process from start to finish.
The Challenge
Poppin Popcorn wanted to find a way to relaunch their much-loved Poppin brand and grow unprompted awareness whilst recruiting new shoppers.
The Objective
To increase brand awareness and brand affinity with mass reach to Poppin Popcorn’s core demographic by connecting with the audience and demonstrating new ways that Poppin Popcorn can be enjoyed across the week.
The Strategy
To tap into the nostalgia and panic of hurriedly preparing the best family snack, ARN brings to life a 6-week partnership with Poppin Popcorn.
The KIIS Network’s drive hosts Will & Woody bring listeners “Don’t Stop the Pop” – a National Promotion for 4 weeks across The KIIS Network’s 5 Metro Stations as well as 19 Regional Stations.
A buttery spin on the radio classic Beat the Bomb, listeners are asked to register online at the “Don’t Stop the Pop” national microsite to play, before bringing one listener on each day. The listener will need to accept the cash on offer before a bag of Poppin’ Popcorn finishes cooking in the microwave or lose it all!
Using a combination of in-show integration, talent alignment, digital and social posts and commercial coverage across the KIIS and GOLD networks, to deliver a fully Poppin campaign that will drive awareness and recall of the brand.
The Defining Insight
Radio drives powerful “last minute” path to purchase influence. FMCG ads heard passively on the journey to the supermarket deliver powerful results, encouraging brand switching by 39% and reinforcing brand loyalty by 30% – meaning Poppin Popcorn had a clear opportunity to connect with currently loyal customers, as well as new ones.
