DIVE partner KP Snacks with Pearl & Dean and Adventure Cinema to encourage audiences to “break the silence” and enjoy a bag of popchips

Pearl & Dean, the UK’s best-known cinema advertising contractor and its experience agency DIVE today announce a brand new cinema partnership with KP Snacks and its popchips snack brand.

The popchips campaign, which is running from 8th September to mid-November, is part of popchips’ broader ‘start something good’ messaging and brings together an outdoor cinema partnership with Adventure Cinema, branded content creation, and a national cinema campaign.

In this new partnership, popchips have delivered a tantalising, experiential moment for Adventure Cinema audiences who are being treated to popchips samples ahead of screenings, putting a more joyful spin on the traditional ‘be quiet, the movie is starting’ messaging. This Adventure Cinema partnership offered popchips the perfect backdrop to capture additional content to be shown on Pearl & Dean screens.

This bespoke content is designed to encourage cinemagoers to ‘break the silence’ and create a moment for everyone to crack open their popchips. Cinemagoers will enjoy a recontextualised version of the ‘start something good’ film that features the additional content captured at Adventure Cinema. Additionally, the content features a QR code-enabled competition to win a pair of tickets to a special preview screening for The Hunger Games: The Ballad of Songbirds & Snakes, premium Adventure Cinema tickets and a year’s supply of popchips. The competition is live on Adventure Cinema and popchip’s social media, extending the overall reach of the campaign.

This new popchips partnership is the first cinema campaign for KP Snacks in over four years, and the first time KP Snacks has ever done experiential activity in the space of film and cinema. It is part of a £1million media investment for popchips, which includes a programme of engaging activity through a big return to cinema, running in cinemas nationwide, and supported by an OOH advertising campaign.

Last year, Pearl & Dean announced it would be partnering with DIVE, an independent brand experience agency formed in 2021 to expand Pearl & Dean’s experiential offering to all current clients and prospects. DIVE has an impressive portfolio having collaborated with consumer-facing brands, film studios, broadcasters, content creators and many more. This deal encompasses the creation and tailored execution of exceptional experiential immersive activations to complement on-screen cinema advertising.

Alex Callender, Brand Manager (popchips) at KP Snacks, said: “We are delighted to be debuting the launch of our new campaign with Pearl & Dean and Adventure Cinema. Cinema and snacks are the ultimate pairings, so this partnership is the perfect fusion between experiential and reality. This partnership created by DIVE is well positioned to disrupt and engage customers with the fun and vibrant setting of cinemas, the perfect partner to the positive and flavourful popchips brand. The popchips brand is growing strongly and the new media investment will help to further propel brand awareness.”

Richard Williams, Business Development and Strategy Director at DIVE, said: “We’re thrilled to bring KP Snacks back into the cinema spotlight with this popchips campaign. By integrating experiential marketing, branded content, and media, we’re not only amplifying the ‘Start something good’ ethos but also ensuring a wide variety of cinema-goers can enjoy the campaign.”