Los Angeles-based popped snacks company Popchips named David&Goliath as its agency of record, responsible for brand repositioning in addition to all creative, AdAge reports.
Popchips launched its first TV campaign, created by agency Dandelion, in the autumn of 2014, presenting Popchips as a flavorful alternative to regular potato chips with half the fat. “We feel like it was a good campaign, but as we move into the future and we launch products that we think are going to massively expand our position in the category,” Popchips chief marketing officer Marc Seguin told AdAge.
Seguin explained that Popchips took an usual approach to selecting its new agency, meeting with several agencies for several hours to brainstorm rather than issuing an official RFP and engaging in the typical review process. In its meeting with the agency, Seguin said the company found “an amazing fit with David&Goliath.”
David&Goliath’s appointment comes amidst several years of declining sales for the brand, which hit a U.S. sales peak of $81.8 million in 2012. The brand is set to release new products in an effort to boost sales, which Seguin says the company is “going to be spending very aggressively against.”
David&Goliath will be tasked with creating a new “full 360 campaign” that will initially bypass TV for digital, social, in-store activation and field marketing initiatives. Seguin added that while the brand has worked with celebrity investors such as Katy Perry and Ashton Kutcher in the past, Popchips has “no plans to use them in campaigns” presently.