POPCHIPS
Popchips wanted to recapture the vibrancy and fun that had rocketed them to success in the 2000s as one of the original and iconic better-for-you snacks. With plenty of untapped potential and excellent brand awareness, this BFY pioneer had lost its way as the preferred choice among newer snacking options.
Hatch took a fresh look at the strategy with clear goals: to drive brand distinctiveness and preference. We know consumers are drawn to snacks to suit their lifestyle, so we moved away from the limiting “free-from” claims and ran towards being unapologetically delicious, giving them the freedom to pop.
New designs maintain strong equities of the past while showing movement and energy through vibrant lines and strong flavor cues borrowed from mainstream snacking norms. The dynamic angles in photography celebrate the unique product – audaciously enjoyable popped snacks. The refreshed packaging hit shelves in Spring 2022 to much fanfare, and the brand was acquired by From The Ground Up within eight months.
