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U.K.’s Popchips Brand Sponsors Podcast Ads Targeting Millennials

May 10, 2021: 12:00 AM EST
The British (Slough) potato chip brand owned by KP Snacks has launched an audio sponsorship campaign with podcast company Acast to promote positivity and the snack products. Five U.K.-focused podcasts will be involved in the brand's campaign, planned by Publicis' media agency Starcom, designed to engage the Millennial audience. It is the first time Popchips is getting the podcast hosts to talk about the product integrated as part of the show, rather than just a separate ad. "We feel this will deliver a much more nuanced product promotion for the listener," a KP Snacks exec said. The three elements of the campaign include: audio ads (including a binaural 3D ad), sponsored reads, and branded segments. The campaign began May 10 and will run until August 1.
Stephen Lepitak, "Popchips Positivity to Reach Listeners With Acast Podcasting Sponsorship", adweek.com, May 10, 2021, © Adweek
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