The Problem
Despite enjoying strong awareness, SkinnyPop Popcorn faced difficulty driving consumers towards trial and shaking the perception that – due to media coverage of SkinnyPop as a healthy snack – it is a bland diet food. Access was tasked with shifting this mindset among media to encourage consumers to reach for a bag on store shelves no matter their snacking needs.
Our Solution
The best way to change taste perception is to get product in the hands of influential voices, encouraging trial and positive reviews. To do so, Access created an Always-On News Engine consisting of proactive and reactive media and influencer engagement. In addition to leaning into key moments in time such as back-to-school snacking, ongoing social listening helped insert SkinnyPop into the conversation when it came to snack trends (e.g., everything seasoning) or celeb favorites. The resulting steady stream of media coverage drove share of voice and helped rebuild good taste perception among media and consumers.
Results & Impact
Our Always-On News Engine programming generated more than 2 billion earned media impressions in 2022, including 90% key message penetration underscoring taste. Several new flavors have won awards, such as the first ever People Food Awards and Good Housekeeping Food Awards.
