Poppin Popcorn and ARN

Wanting to grow unprompted awareness and relaunch their much-loved brand, Poppin Popcorn brought to life an on-air partnership with Will and Woody.

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. 

Data to show strength of economy - Power FM Bega Bay

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.

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Don’t miss any of the action. The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.

Don’t miss any of the action.

The Boomtown News is the only industry roundup dedicated to Boomtown and the opportunities for brands to harness 9.1 million extra Aussies.

Compelling insights, handy tools and resources along with the latest news – straight to your inbox.