A popcorn brand with a playful tone of voice.

The ready-to-eat-popcorn market was booming globally, and our client J.C.’s Quality Foods was ready to move beyond nuts to get a piece of the action. Until now, popcorn brands were positioned on opposite ends of the spectrum: either healthy and very serious, or fun but loaded with artificial colours and flavours. Enter Pop Fiction, the best of both worlds, high on health and high on fun. We built the strategy, name, identity, packaging design, copywriting and communications to celebrate its unique positioning, with unexpected cultural references used to deliver nutritious information in a quirky manner, not sure what we mean? We’ll leave you with a taste: ‘Best consumed within 24 hours or freshness begins to fade like a Britney Spears poster from 1999’.

Client
JC’s Quality Foods

We think business
Business model development, category mapping, stakeholder engagement

We orchestrate brand
Brand strategy, brand identity, brand voice, key messages, brand guidelines, brand application