Popchips targets afternoon snackers with radio push

KP Snacks has launched a radio-led campaign for popchips in collaboration with Capital, aiming to position the brand as a go-to afternoon snack through a mix of audio, digital and social activity.

Running until mid-May, the Pop up your afternoon campaign focuses on reaching listeners during peak snacking hours, using music and entertainment to reinforce brand awareness.

Audio ads target afternoon listening

The campaign centres on a series of four audio ads voiced by Tom Grennan, who continues as the brand’s ambassador. The ads air during afternoon slots and highlight the product’s flavour and texture to align with moments when audiences are most likely to snack.

The approach reflects a broader strategy to integrate the brand into everyday listening habits, using familiar voices and consistent timing to build recall.

Competitions link music and experience

Alongside the audio activity, the campaign includes monthly competitions offering listeners a range of music and travel-related prizes. These include a concert weekend experience, as well as international trips to destinations such as Madrid, Prague and Malta.

The prize-led element aims to extend engagement beyond radio, connecting the brand with music culture and live experiences.

Social content expands campaign reach

The campaign also features a Chip Chat video series hosted by Will Manning and Mimi Webb. The content adopts a conversational format designed for social platforms, supporting the campaign’s reach across digital channels.

By combining broadcast, competitions and social content, KP Snacks is positioning popchips within a broader entertainment context to reinforce its relevance during afternoon consumption moments.

Priyanca Masrani, Brand Manager at popchips: "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."

www.kpsnacks.com

Follow Marketing Report on LinkedIn