Jiffy Pop

Role: Account Planner

Challenge

To make Jiffy Pop popcorn relevant again and drive purchase for it.

Research

Secondary: brand website, e-commerce websites, online blogs and articles

Primary: social media mentions, store visits

Target audience identified:

- 21-35 year olds

- value experiences over products

- used to eat Jiffy Pop as kids

Key Findings

- Jiffy Pop is pinned on many Pinterest boards and mentioned on personal blogs.

- People also posted photo collages and videos of Jiffy Pop in the making.

- Most of these mentions and posts were in context of movie nights, or friends and family get-togethers.

- For many members of the target audience, Jiffy Pop was part of many happy childhood memories.

Key Insight

For the target audience, who grew up eating Jiffy Pop, it signifies an experience and not just a product they used to consume. It is that experience - right from watching the foil of the pan rise slowly to sharing the little packet of popcorn with everyone - that made them love Jiffy Pop. The process was as exciting as the result.

Strategy

Convince people who grew up eating Jiffy Pop popcorn that they should buy Jiffy Pop and engage with the brand again because it provides not just a product, but an experience.

Read the creative brief here.

Creative

Guerilla Advertising

Pop Art: A Revival - a pop art exhibition sponsored by Jiffy Pop that would travel to different art museums. To enter, patrons would walk through a pop-up exhibition with Jiffy Pop inspired pop art - The Art of Popping Corn.