KP sends Pom-Bear back to school


KP Snacks has announced a £2.3m media campaign for its Pom-Bear brand ahead of the back to school period.

Launching on August 1, the campaign will run for two months. KP expects to reach over five million people during this time via out of home, digital and social media support.

The campaign focuses on Pom-Bear’s free-from credentials whilst “incorporating the playfulness of the brand, aiming to appeal to parents and adults on the hunt for permissible options that fit in with their busy lifestyles”.

With insights showing that 73% of women who snack on crisps use Facebook and 47% watch content on YouTube at least once a day, KP is also creating content to run across both Facebook and Instagram, as well as seeding video content across targeted websites and publishers.

Kevin McNair, Marketing Director at KP Snacks, commented: “We know that 78% of customers are more likely to purchase a product if they engage with it online and so we are evolving our media strategy to align with the habits of the 5.4 million households we know purchase Pom-Bear every year.

“This continued investment will support the long-term growth of the brand and continue to make it a compelling choice for families looking for permissible and tasty snacks, as well as retailers looking to drive sales within the category.”

Gluten free and under 100 calories per pack, Pom-Bear is currently worth £33m RSV, and is KP’s best-selling lunchbox line. The brand has seen seven consecutive years of growth and is currently expanding at a rate of 19% YTD.