SkinnyPop taps 360i as new integrated agency of record
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SkinnyPop has gobbled up 12 percent of U.S. market share in the popcorn industry since it debuted nine years ago. Now it has a new agency and is eyeing a more ambitious future.
In 2015, the Austin, Texas-based brand went public as part of Amplify Snack Brands, which was then acquired by Hershey for $921 million in a deal announced in December 2017. According to 2018 data from Euromonitor, SkinnyPop is bested only by PepsiCo’s Smartfood (which has nearly 18 percent) in terms of U.S. market share in the popcorn category.
“SkinnyPop is such a rapidly growing brand in the better-for-you space, not just in popcorn,” says Kyle Banahan, Amplify’s director of marketing. As the company is thinking about becoming a master brand, it is upping its investment in marketing, he says.
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