The Challenge: Despite a growing better-for-you potato chip category, Popchips is seeing a decrease in repeat purchase – 38% of purchasers bought Popchips two or more times in 2024. Category growth is driven by kettle-cooked potato chips made with healthy oils, like Kettle Brand and Boulder Canyon. Popchips lags behind because it’s not top of mind. How can we give Popchips mainstream brand energy?

​

The Opportunity: Grow the Popchips brand by positioning it as the OG pop star of better-for-you chips that have been poppin' off since the early 2000s – thanks to our satisfying crunch without the greasy fats. Because they’re never fried, Popchips grant you the permission to indulge and snack freely.

​

The Insight & Idea: Forget the tea, it’s time to start passing the Popchips. In this new reality, every bag is a cast member, and every crunch is a story. Inspired by the iconic, over-the-top energy of 2010s reality TV, each Popchips flavor takes on a bold personality ready to steal the spotlight. Think Jersey Shore, Keeping Up, and Real Housewives, where drama pops off, and every chip is too bold to ignore. Welcome to…House of Popchips.