ABOUT

As the calendar flips to January, 'Detox Diets' and 'New Me' mantras take over social feeds. Let's just take a breath and keep it real for a second.

We decided to flip the negative expectations of January's New Year Resolutions and snack well with Popworks - the snack you can eat without guilt in this super health-conscious month.

We created an upbeat experiential campaign encouraging passers-by to share their Real Resolutions and pick up a bag of Popworks.

Our high-energy stand in the centre of Hoog Catherijne Mall in Utrecht, surrounded by digital OOH, successfully gave away over 35,000 bags of Popworks and helped flip dull expectations on a dreary January weekend.