ABOUT
The light-hearted, popped crisp brand wanted to target the lunch time market.
THE STRATEGY
Our insight: people we're lunching more at their desk, but they weren’t happy about it, meaning that #SadDeskLunch was a trend on Instagram and Twitter. So, we wanted to cheer up #SadDeskLunch’s everywhere.
THE WORK
We hired a Jose Mendes, London based street artist, to make the nation's sad desk lunches pop with the #PopMyLunch campaign.
Over two weeks we found some of the saddest lunches and within 20-30 minutes made them pop with Jose's help in a surprise and delight style campaign.
A smart media buy put our popped lunches in front of the right people between the hours of 12pm and 3pm only.
All digitally Popped lunches were followed by a sampling program that put PopChips in the right hands to make real lunches pop the next day. Influencers were engaged to give our messages reach and third-party endorsement.
THE RESULTS
We reached more than a million people in the two-week campaign period, and only at lunchtime.
Back to Pop My Lunch project
Tom Connell
Illustrator
United Kingdom
Nitin Rajput
Digital Artist
India