Pearl & Dean, the UK’s best-known cinema advertising contractor and its experience agency DIVE today announce a brand new cinema partnership with KP Snacks and its popchips snack brand.

The popchips campaign, which is running from 8th September to mid-November, is part of popchips’ broader ‘start something good’ messaging and brings together an outdoor cinema partnership with Adventure Cinema, branded content creation, and a national cinema campaign.

In this new partnership, popchips have delivered a tantalising, experiential moment for Adventure Cinema audiences who are being treated to popchips samples ahead of screenings, putting a more joyful spin on the traditional ‘be quiet, the movie is starting’ messaging. This Adventure Cinema partnership offered popchips the perfect backdrop to capture additional content to be shown on Pearl & Dean screens.

This bespoke content is designed to encourage cinemagoers to ‘break the silence’ and create a moment for everyone to crack open their popchips. Cinemagoers will enjoy a recontextualised version of the ‘start something good’ film that features the additional content captured at Adventure Cinema. Additionally, the content features a QR code-enabled competition to win a pair of tickets to a special preview screening for The Hunger Games: The Ballad of Songbirds & Snakes, premium Adventure Cinema tickets and a year’s supply of popchips. The competition is live on Adventure Cinema and popchip’s social media, extending the overall reach of the campaign.

This new popchips partnership is the first cinema campaign for KP Snacks in over four years, and the first time KP Snacks has ever done experiential activity in the space of film and cinema. It is part of a £1million media investment for popchips, which includes a programme of engaging activity through a big return to cinema, running in cinemas nationwide, and supported by an OOH advertising campaign.

Last year, Pearl & Dean announced it would be partnering with DIVE, an independent brand experience agency formed in 2021 to expand Pearl & Dean’s experiential offering to all current clients and prospects. DIVE has an impressive portfolio having collaborated with consumer-facing brands, film studios, broadcasters, content creators and many more. This deal encompasses the creation and tailored execution of exceptional experiential immersive activations to complement on-screen cinema advertising.

Alex Callender, Brand Manager (popchips) at KP Snacks, said: “We are delighted to be debuting the launch of our new campaign with Pearl & Dean and Adventure Cinema. Cinema and snacks are the ultimate pairings, so this partnership is the perfect fusion between experiential and reality. This partnership created by DIVE is well positioned to disrupt and engage customers with the fun and vibrant setting of cinemas, the perfect partner to the positive and flavourful popchips brand. The popchips brand is growing strongly and the new media investment will help to further propel brand awareness.”

Richard Williams, Business Development and Strategy Director at DIVE, said: “We’re thrilled to bring KP Snacks back into the cinema spotlight with this popchips campaign. By integrating experiential marketing, branded content, and media, we’re not only amplifying the ‘Start something good’ ethos but also ensuring a wide variety of cinema-goers can enjoy the campaign.”

About DIVE
DIVE is an experience agency that creates culturally relevant brand partnerships, campaigns, and experiences. At DIVE we take free time seriously – it’s when we feel most ourselves. We collaborate with brands to create memorable moments that make sure our free time is always a good time.

DIVE works with clients and partners across the spectrum of entertainment — including consumer brands, film studios & distributors, broadcasters, cinemas, record labels, festivals and cultural institutions.

About KP Snacks
KP Snacks is the UK’s number one manufacturer of nuts and popcorn, and number two manufacturer of bagged snacks. We make some of Britain’s most iconic snack brands including McCoy’s, Hula Hoops, Tyrrells, Butterkist, KP Nuts, POM-BEAR, popchips, Skips, Space Raiders, Discos, Nik Naks, Wheat Crunchies, Roysters and Frisps. We also produce many fantastic products for the UK’s leading retailers. We are proud to create millions of happy snacking moments for people every day!

We employ over 2,200 people in the UK across our seven manufacturing sites and our head office in Slough, Berkshire. KP Snacks is proud to be part of the Intersnack Group.

About Pearl & Dean
Pearl & Dean is the UK’s best-known cinema advertising contractor. Representing a wide range of cinemas, with multiplex chains offering landmark locations throughout the UK & Ireland including Showcase, Empire, Movie House, and Omniplex sites. Its iconic theme tune, Asteroid, evokes an instant aroma of popcorn and fun.

Pearl & Dean also represents the majority of the independent exhibition sector, with a portfolio of quality circuits such as Everyman, The Light Cinemas, Scott Cinemas, Northern Morris and WTW Cinemas as well as independently operated cinemas, drive-in cinemas and outdoor experience cinemas like The Luna Cinema, each offering individuality and often a specialist audience.

Pearl & Dean’s cinemas offer a varied schedule of programming – from the latest blockbusters through to classic and art-house movies to alternative content such as live opera or concerts. All of this enables Pearl & Dean to offer advertisers precise targeting of either specific demographics or the population as a whole, in an environment where advertisers can showcase brands to a relaxed and captive audience.