Business challenge: The better for you potato chip category growth is driven by kettle-cooked potato chips made with healthy oils, and as a result, Popchips are being left behind because they're not top-of-mind. Our challenge was to give Popchips mainstream brand energy with a social-first campaign.

The Plan and Execution: We tapped into one of 2025’s biggest social trends — episodic content and created a 6 part social series called “House of Popchips” playing off of the popularity of reality tv. By rolling out a connected series of snackable stories, we gave audiences a reason to follow along, building anticipation and engagement with every post. The result? Scroll-stopping creative that delivered entertainment first while seamlessly weaving in key product RTBs.
Episodes were boosted on social and paid media as well as retail media supported the campaign.

The Results: Popchips velocities increased over 33% in grocery stores, driven by new household purchases.