Keith Belling, Serial Entrepreneur, Co-Founder & CEO at Popchips, spoke to us about launching an innovative food product during our Champions/Taste session.
They continue to innovate. New flavors like Sweet Potato chips, and later this year will launch a new product line.
They were lucky to organically get celebrity taste makers, nutritionists, moms, and high level fans who influenced their followers and audience about the new product, which gave the company lots of social proof and credibility.
They do grassroots marketing, lots of social media, they use their spend very, very carefully. They have a field marketing teams and an army of ambassadors covering 15 major markets.
They constantly look for new ways to build awareness especially since they don't have a big budget. They have never paid for product placement but they've been depicted on Twilight, Pitch, ...
Music is a key marketing platform. They do a lot of grassroot and handpicked events like Coachella music festival. Very cost-effective campaigns fueled by social media.
There is so much passion and excitement around the brand. It has resulted in becoming one of the top brands.