Pop Secret
Pop Secret
Reigniting A Classic For A New Era
When Our Home added Pop Secret to its growing snack portfolio, the brand needed a creative PR agency capable of taking a nearly 40-year-old household favorite and propelling it back into the cultural zeitgeist. Once a beloved staple, the brand’s momentum had slowed and the time was ripe for a bold resurgence.
When Startr Co. partnered with Pop Secret, we knew the brand needed more than PR support. They required a PR agency for snack brands that could breathe energy into a legacy, modernize its voice, and help define what Pop Secret stands for today, while laying the groundwork for a powerful new chapter.
Reframing a Legacy Brand for Modern Culture
Startr Co. approached the strategy with equal respect for Pop Secret’s heritage and a clear vision for its future. The brand’s core strengths lived in its identity: indulgence, comfort, and the timeless joy of sharing popcorn. Our PR work focused on elevating those truths, while layering in creativity, cultural relevance, and brand storytelling that would resonate with today’s consumers.
With this approach, Pop Secret showed up with renewed clarity and confidence.
Bringing The Pop Secret Story Back to Life
Startr Co.‘s PR strategy focused on:
Supporting the hero microwavable line alongside a refreshed brand identity, including the introduction of the new Butter Meter to modernize how fans choose their perfect pop
Launching Pop Secret’s first ready-to-eat popcorn innovation through an earned media relations approach
Ideating and executing a breakthrough cultural partnership designed to spark conversation and nostalgia
The Results: Cultural Relevance and Measurable Impact
Our results validated the strategy:
We identified and secured Melissa Joan Hart as Pop Secret’s first-ever Chief of Butter for the “Spill Everything” campaign, tapping into 1990s nostalgia with a dedicated hotline (1-844-SPILL-PS) where fans shared their secrets
Pop Secret features in national media outlets including People, Today, Parade, and more
30 National Media Placements (5x our KPI)
19 Trade Media Placements (2x our KPI)
1.4 Billion+ Impressions
Beyond the metrics, Pop Secret’s presence sharpened and its relevance returned. Consumers were reminded why the brand has held a place in American households for nearly four decades and why it still earns that spot today.
Pop Secret’s resurgence is just the beginning, and Startr Co. PR agency is proud to help shape a renewed era of excitement for a classic that continues to deliver joy, nostalgia, and perfectly buttery popcorn to fans old and new.
