Proper:
A TV debut to encourage families to celebrate moments of togetherness

Our newest client, Proper, has just gone live with its first-ever TV advertising campaign.

The brand’s media has historically been focussed on Outdoor and Experiential to drive stand out and prompt impulse buys. However, in this campaign, we have reflected changes in media habits and consumer behaviour in a lockdown-proof strategy with a TV and VOD campaign and an exclusive deal with Sky Media.

With the UK in lockdown, households have been enjoying more time in together, with shared TV viewing growing by 37% [Thinkbox, May 2020].

Alongside this, snacking has boomed, with the popcorn category in particular benefiting from a 14.4% boost in sales.

The Popcorn Done Properly campaign, created during lockdown in three weeks, includes a 20-second ad featuring exploding CGI popcorn kernels and the vibrant visual identity of the Propercorn brand.

The new campaign aims to tap into shared TV viewing moments, with big budget dramas from Sky’s portfolio accessed through a Boxsets media buy through Sky Media. In addition, films and comedy are targeted across Sky’s owned and partner channels on linear TV.

Propercorn’s contextual placements are intended to position sharing bag of Propercorn as the perfect accompaniment to big screen viewing.

The campaign is supported by social media across Facebook, Instagram, and Twitter, mirroring the strategy of times of togetherness, and tapping into those shared moments of fun as people stay in touch with friends across social media.

The targeted approach taps into the behaviour of core Propercorn consumers; who over-index in their use of on-demand and subscription streaming services.

The TV ad is live now on SKY network channels and is also airing on VOD Sky Boxsets including Brassic Season 2 and Gangs of London from 8 June.

Credits
Creative Agency

U-Dox

Production

We Are Seventeen