Popped snack manufacturer Popchips has conjured up a new primetime television campaign entitled ‘snack magic’.
The £1m campaign, which recently launched in the US, represents the first time that Popchips has advertised on British TV. It features a man dressed as a magician apparently preparing to saw a woman in half, and focuses on the claim that Popchips cuts the amount of fat in fried crisps in half.
According to Popchips, the company was founded in response to the lack of products positioned between unhealthy, tasty snacks and their healthy but flavourless alternatives. The chips utilise a cooking process of hot air and pressure that eradicates the need for deep frying, with the result being described as a “light popped chip that is bursting with flavour”.
Will Bowler, Popchips’ general manager for the UK and Europe, said: “Popchips has gone from strength to strength since its UK launch in 2012 and we hope to continue that momentum with our first UK advertising campaign. Popchips has already established a loyal following in the UK and we hope the advert will introduce our delicious snack to an even wider audience, especially as the nation will be turning to healthier alternatives over the next few months.”
The snack magic campaign will be broadcast until early February during primetime slots on ITV and its new reality channel ITVbe, Five, and Sky Atlantic.
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