Popchips Looks to David&Goliath for Brand Reboot

Agency's first work could launch within a month

Popchips has selected independent shop David&Goliath to spearhead its brand reboot early next year.

David&Goliath's challenge is to help the baked-not-fried snack brand reverse years of declining sales. To do so, D&G will craft work across channels including social, outdoor and experiential. The agency will also support several new product launches.

"We wanted to partner with an agency that truly understands the challenges and opportunities we face," said client CMO Marc Seguin. "We were impressed by D&G's creative approach and look forward to bringing these great ideas to life in the marketplace" as soon as next month.

"We've long been fans of Popchips and are excited to partner with what we consider to be an ultimate challenger brand," said David Angelo, founder and chairman of David&Goliath.

Last year, Popchips launched its first national TV campaign, working with ad shop and production house Dandelion. Those sitcom-y spots made scant impact.

In 2012, however, Popchips' advertising created by Zambezi ignited considerable buzz—for the wrong reason—when a wacky commercial starring A-lister Ashton Kutcher was roundly panned as racist and eventually pulled. Katy Perry appeared in a wave of print ads for the brand later that year without controversy.