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Snack brand Popchips will run an audio sponsorship campaign in partnership with podcast company Acast to promote positivity.
Running across five U.K.-focused programs, the KP Snacks-owned brand’s campaign, planned by Publicis’ media agency Starcom, is designed to encourage users to take a “more positive” approach to life while promoting Popchips, too.
Targeting young adults, the five podcasts involved will be Jamie Laing’s and Francis Boule’s ‘Private Parts,’ Romesh Ranganathan’s ‘Hip Hop Saved my Life,’ Katherine Ryan’s ‘Telling Everybody Everything,’ ‘Off Menu’ and ‘Shagged, Married, Annoyed.’
“Branded podcasts are a great way to engage this millennial audience and it’s the first time we’re getting the podcast hosts to talk about the product integrated as part of the show, rather than just a separate ad,” said Zoe Cashin-Howe, feel good snacking marketing controller for KP Snacks, in a statement.
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