Smartfood® Popcorn, part of PepsiCo’s Frito-Lay division, is known for its black bags of delicious air popped popcorn tossed with white cheddar cheese. The brand partnered with Roku to use TV streaming advertising to increase brand sentiment and purchase intent for its products, which also include flavors such as Movie Theater Butter and Caramel & Cheddar Mix.
The objective
Use TV streaming to increase purchase intent, brand awareness, and brand favorability for Smartfood among health-conscious adults.
The approach
Smartfood partnered with Roku to leverage the brand’s CRM segments and reach target audiences with the ad campaign, “Welcome to the Smart Club,” which ran in November and December 2022. Q4 is a critical period for snacking brands because families, friends, and co-workers are gathering to celebrate the holidays.
Roku enlisted Kantar to assess brand metrics for the campaign.
“Snacking is always on for consumers, and we chose to team up with a partner where we knew we could reach our key audience during a lean-back moment. We are excited to see the brand lift results driven by advertising on Roku for our Q4 campaign” - Alyssa Fincham, Brand Marketing Manager, Smartfood
The results
The Roku campaign, with clear branding and messaging, was incredibly successful across all ages and income levels.
Smartfood already enjoyed strong baseline brand awareness and favorability, but the Roku campaign further boosted every brand metric tested. Brand awareness increased by nearly 13% and outperformed Roku norms by more than 7x. Brand favorability and purchase intent also grew by 14.6% and 10.2%, respectively.¹
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¹ Source: Kantar Brand Lifts Insights, 2023 | Campaign dates: Nov-Dec, 2022
