Today boatBurner launches the first-ever national advertising campaign for Angie’s BOOMCHICKAPOP, one of the fastest-growing popcorn brands in the country. To embrace the brand’s philosophy of “real, nothing fake,” the campaign features real women who overcame both everyday challenges and extreme adversity to go on and crush it. The “Crush it” campaign includes national broadcast, branded content, social, digital, experiential and in-store promotions, continuing to build the brand’s momentum in the competitive snacking category.
Angie’s BOOMCHICKAPOP is leveraging the campaign along with a logo and packaging refresh to position the brand as a leader in the better-for- you snacking category by emotionally connecting with its core audience while driving the popcorn category’s growth.
“Building on our company’s strongly rooted values of authenticity and empowerment, Angie’s BOOMCHICKAPOP wants to encourage women of all ages to crush it every day. To think positive, believe in yourself and be proud to live your life out loud just the way you are,” said Suzanne Sengelmann, Chief Marketing Officer at Angie’s BOOMCHICKAPOP. “Our popcorn comes in 18 huge, fun flavors and is a better-for- you snack with whole grain to give you the energy you need to go crush it.”
The campaign features a :60 anthem video, which can be viewed at https://boomchickapop.com and on YouTube, along with two :15 spots for national online video and broadcast.
“Since the very beginning, founders Angie and Dan Bastian continue to crush it,” said Doug Mickschl, Creative Director at boatBurner. “Their story was the north star of this campaign – real,
nothing fake. The “Crush it” anthem spot features real stories of real women who crush it and was captured by an all-female crew led by Humble TV and Director Sasha Levinson.”
The anthem video features several impactful stories featuring amazing, real women who inspire others by how they crush it in their own ways. The 300 women who shared their story with Angie’s BOOMCHICKAPOP include a formerly homeless woman who is now a singer/songwriter, a mom of 2-year- old triplets whose husband is serving overseas, and a double amputee who became the first to complete a full marathon.
“Angie’s BOOMCHICKAPOP disrupted the snacking category right from the start with a bold look and an unapologetic attitude, and we will continue that legacy by leveraging brave ideas in all of the brand’s creative development,” said Teddy Hobbins, CEO of boatBurner.