Pop Secret 2025

Pop Secret: Spill Everything

A social campaign combining Pop Secret brand equity of Newstalgia, popcorn, and secrets with the social moment where secrets are driving conversations online.

We (and our Chief of Butter, Melissa Joan Hart) invited users to spill their popcorn-worthy secrets, and snack on others through a hotline and IG stories. We supported the campaign with UGC filled with popcorn-worthy moments.

Campaign kickoff:

Chief of Butter, Melissa Joan Hart, introducers our new campaign, inviting users to call our hotline and Spill Everything, and snack on popcorn-worthy moments shared by others.

Spill Everything:

  • Fans share secrets through IG or the hotline

  • We share out last week’s buttery confessions on our IG stories, where a butter slider allows you to vote: is it giving Double Butter, or is it just Homestyle?

  • The very butteriest Hot Secrets get shared back on our feed, with a few top ones reserved for those who opted into our Close Friends group.

  • This entire campaign is supported through UGC focused on Popcorn-worthy

IG Grid Invitation to Submit_1_MJH.jpg
IG Grid Invitation to Submit_2.jpg
IMG_2427.PNG
IMG_2432.PNG
PopSecret_CloseFriendsIGstoryIGStory_CloseFriendsInvite (1).jpg
IG Grid Invitation to Submit_4.jpg
weedchocolate copy.jpg
IMG_2439.PNG
IMG_2438.PNG
IMG_2431.PNG
IMG_2430.PNG
POPSECRET_SWAG copy.jpg
untagged.png
2.png
IMG_2425.PNG
IMG_2423.PNG
IMG_2420.PNG

  • Hart will serve as Pop Secret’s chief of butter as she invites consumers to share their juiciest secrets. Callers can dial 1-844-SPILL-PS to hear Hart’s secrets, anonymously share their own and listen to secrets shared by other callers.

    AdAge

  • In a move that's equal parts nostalgic and genius, Pop Secret has just pulled off one of the most creative marketing campaigns we've seen in snack foods this year!

    Food & Beverage Magazine

  • Melissa Joan Hart channels her '90s roots as Pop Secret's first Chief of Butter

    People Magazine

MJH_press_0005_IMG_2437.PNG.jpg
MJH_press_0004_IMG_2436.PNG.jpg
MJH_press_0003_IMG_2433.PNG.jpg
MJH_press_0002_IMG_2429.PNG.jpg
MJH_press_0000_IMG_2426.PNG.jpg
Previous

House of Popchips
Next

Big Canyon Brand Identity