Pop Secret_Spill Everything_Couple in Kitchen.jpg

Spill Everything 2.0

Conceptualization, Visual Identity , Art Direction, Pre Production/Post Production

Spill Everything 2.0 builds on last year's success by shifting from what we share to who we share it with. Centered on connection, the campaign uses highly relatable, specific prompts to spark connection IRL - inspiring people to share in life's popcorn-worthy moments.

Campaign Objective: Cement Pop Secret as the anytime buttery indulgence of today that joyfully inspires nostalgia of the 80s and 90s.

The Insight & Idea: Pop Secret has always been there for delicious human connection. Movie nights that get loud. Catch-ups that go way past "just checking in". The gossip that absolutely needs to be spilled. And right now, those moments hit different. People want real connection. So, Pop Secret's giving you the buttery push to reach out and make happen. Because life, like Pop Secret, is meant to be shared. Need an excuse? Say less. Just grab a bag and...

Spill Everything.

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Spill Everything Moments on CTV

:15 CTV

First Date

:15 CTV

Parent Debrief

Pop Secret x Stoop Dating

Influencer Partnership: Pop Secret ignites a season-long, "Pop Secret, Spill Everything" series as official sponsor of

Stoop Dating's fan-favorite confessionals segment.

Stats

Across Instagram and Tiktok, the campaign has generated: 127K+ Reach, 177K+ Impressions, 7,400+ Engagements,

4.19% Average Engagement Rate.

Results

10%

Traffic Ad CTR

8.6M

Impressions

1.2M

Post Engagements

Key Takeaways

Traffic campaign exceeded the industry CTR benchmark MoM - Q1 average of 10.38%, 72% above benchmark (6% benchmark).

Sam's Club Awareness ran for 1 month and generated 1.3M impressions at an efficient CPM of $2 ($2-4 benchmark).

Spill Everything.

Conceptualization, Visual Identity , Art Direction, Graphic Design

The Challenge: The microwave popcorn category is in decline and the ready-to-eat popcorn shelf is shrinking.

Pop Secret needs to turn things around and grow.

The Opportunity: Once forgotten like claw clips and Tamagotchis, Pop Secret is here to remind you that popcorn is a sensorial, indulgent, and crave-worthy experience.

The Insight & Idea: We cast ’90s icon Melissa Joan Hart as Pop Secret’s “Chief of Butter,” bringing both nostalgia and credibility to the brand. From there, we built a platform for fans to spill their real confessions through a dedicated hotline and social channels, introduced a Butter Meter to let people express how buttery they think the shared secrets are, and tied everything seamlessly into the brand’s new Ready-to-Eat product formats and packaging refresh.

To bring the idea to life, we gave fans a playful way to spill their secrets for a chance to win Pop Secret merch. A dedicated hotline let people hear Melissa Joan Hart’s own buttery confession, while also sharing their own for a chance to be featured.

On Instagram, fans could also submit their own secrets directly by replying to Pop Secret's story. Then we showcased the juiciest submissions and invited followers to vote on them with the Butter Meter, turning social into a stage for popcorn-worthy drama.