TV debut by Proper with ‘Popcorn Done Properly’ ad

BOAST is a place where you can find out about recent creative campaigns.

It is a space where agencies and creatives can tell us about the new work they are proud of; blowing their own trumpet, so to speak.

Here's the latest from the creative world as we know it.

Independent snack brand, PROPER, has rolled out its first-ever TV advertising campaign.

The Propercorn campaign was made in just three weeks during the lockdown as a response to the surge in snacking at home shown in increasing sales of their sharing bags.

The Popcorn Done Properly campaign marks an important step in PROPER’s growth ambition.

The 20-second ad features exploding CGI popcorn kernels and the vibrant visual identity of the PROPERCORN brand.

The campaign is a natural response to current nationwide consumer trends.

With the UK in lockdown, households have been enjoying more time in together, with shared TV viewing growing by 37% [Thinkbox, May 2020]. Alongside this, snacking has boomed, with the popcorn category in particular benefiting from a 14.4% boost in sales [Kantar, w/e 22.03.2020].

Popcorn Done Properly marks the exciting evolution of the brand’s ‘Project Pattern’ creative idea, which started in 2015 with the wrapping of Routemaster buses across London. While the core idea has stayed the same, the way PROPER has engaged and excited audiences has evolved over the years, with TV being the next major step in the brand’s journey.

PROPER’s media agency, Yonder Media, has developed a strategy that focuses on TV and VOD in an exclusive deal with Sky Media. The targeted approach taps into the behaviour of core PROPERCORN consumers, who over-index in their use of on-demand and subscription streaming services.

Ed Cox, Founder of Yonder Media said:“With the increase in shared TV viewing moments, we worked with PROPERCORN to ensure we tapped into occasions when viewers will be enjoying and sharing snacks, and in particular popcorn.”

The ad was built to reach a Gen-Z and Millennial audience.

The campaign was created in collaboration with creative agency U-Dox known for their diverse brands including adidas, Clarks and MINI. Using PROPER’s familiar, striking pattern mixed with an onomatopoeiac overlay to further engage the viewer with the brand name.

Jack Reynolds, Associate Creative Director at U-Dox, said: "The project timeline and social distance really demanded that we quickly came up with an creative and effective solution. We formed a trusting bond (on Zoom) that enabled us to go with our gut and craft something that embodies the bold and playful essence of the brand."

Cassandra Stavrou MBE, Founder of PROPER, said:
"'The Popcorn Done Properly' campaign is an ambition that we set our sights on during a time when we know there is an appetite for healthier, great-tasting snacks. We approached this as we always have done by taking inspiration from the fashion and design industries to create an original result. It’s been truly fantastic to see the team come together, battling the challenges of physical distance during lockdown. There has been all-round dedication to pull off this creative."