Popchips
Popchips
Keeping A Category Icon Relevant
Popchips was already a household name when Startr Co. began working with them in January 2023. As the original better-for-you potato chip in the Our Home family of snack brands, Popchips had strong brand recognition, broad retail distribution, and a reputation for being fun, accessible, and craveable. With 50% less fat than traditional fried chips, the brand was well-positioned to continue leading better-for-you snacking conversations.
The challenge was not awareness, but relevance. As a PR agency for snack brands, Startr Co.‘s role was to ensure Popchips continued to show up in culture and media in fresh, timely, and meaningful ways.
Evolving Earned Media for Long-Term Momentum
Over three years, Startr Co. has served as Popchips’ strategic public relations agency, evolving its earned media presence to reinforce category leadership while expanding how and where consumers experience the brand. Our PR work focused on establishing Popchips as a better-for-you authority and ongoing cultural staple. Our approach balanced credibility and accessibility, securing consistent visibility across health-forward roundups alongside moments of pure snacking joy.
How We Sustained Visibility Across Media and Culture
Startr Co. executed an always-on media relations program designed to build momentum year over year, including:
Securing placements in better-for-you snack roundups, healthy chip lists, flavor rankings, and product reviews
Leveraging flavor innovation like Nacho and Sweet Heat and tapping into seasonal moments like summertime snacking, back-to-school, and game days.
Expanding storytelling beyond the pantry by positioning Popchips as an ideal on-the-go snack for travel, outdoor adventures, and everyday life
Supporting retail wins across grocery, mass, and club channels to drive awareness and purchase intent
Amplifying Popchips’ presence at key industry events, including Expo West and Sweets & Snacks Expo
Driving Cultural Relevance Through Partnerships and Activations
Looking to maintain cultural relevance, Startr Co. supported high-profile partnerships between Popchips and major motion pictures including The Garfield Movie and Smurfs. using these moments to generate buzz and reach new audiences.
To extend the impact of The Garfield Movie partnership, Startr Co. ideated and executed a real-world activation in Los Angeles. A larger-than-life mural on Melrose Avenue invited fans to follow orange pawprints to a photo moment, scan a QR code, and step inside a Popchips Nacho bag through an augmented reality experience. This digital PR experience generated more than 475 million impressions.
The Results: Sustained Visibility and Cultural Impact
Startr Co. has delivered consistent, top-tier visibility:
62 National Media Placements
40 Trade, Regional, and Blog Media Placements
4.65 Billion+ Impressions
Beyond the numbers, the work reinforced Popchips’ position as the original better-for-you potato chip, supported innovation and retail growth, and ensured the brand remained culturally relevant. Through a long-term, adaptable PR strategy, Startr Co. helped Popchips not just maintain its legacy but continue to evolve it.
