Brand Slam: Propercorn vs. Jacob's Snacks

We pit Propercorn and Jacob's recent campaigns against each other in the latest Brand Slam
We pit Propercorn and Jacob's recent campaigns against each other in the latest Brand Slam

In the latest Brand Slam, we compare the brand experience strategies of two leading snack companies: Jacob's and Propercorn.


Event structure:

The design, activation and amplification of Propercorn’s experiential activity takes place collaboratively, in-house. Campaigns are led by the team’s head of marketing and are supported by their lead creative and four designers. For Project Pattern, their latest campaign, Propercorn enlisted the talents of acclaimed set designer, Rachel Thomas.

Social footprint:

Propercorn has 10.7k likes on Facebook, 12.5k Twitter followers @Propercorn and 11.8k followers on Instagram.

Recent campaigns:

Last summer, Propercorn hosted and built an installation space in Golden Square, Soho called Pop Up Summer. Featuring huge illustrative play structures, four days of live music, a host of artists and plenty of popcorn, the event brought to life the brand's distinctive aesthetic and it reflected the artwork on its brightly coloured packaging.

Propercorn sampled around 18,000 packets of popcorn during the event and almost 40,000 people visited over the four days.

Latest campaign:

This summer, Propercorn launched the biggest OOH campaign of any UK popcorn brand to date. As part of the £1m ‘Project Pattern’, Propercorn brightened up everything from buildings and pavements, to shabby phone boxes and Routemaster buses with the its signature popcorn pattern.

Working with set designer Rachel Thomas, Project Pattern also featured two pop-up installations in Brixton and Shoreditch, which transformed ordinary urban spaces into colourful hubs of social activity.

Jacob’s Snacks

Event structure:

Jacob’s does not have a single representative in charge of experiential activity. The brand team, including Nick Wizard, Nisha George, Sarah Heasman, Daisy Barlow and Olivia Cheng, each share responsibility across their respective sub-brands. Agency 3 Monkeys Communications leads on PR and social including experiential activity, while Publicis handles Digital and Brand Strategy.

Social footprint:

@JacobsSnacks has 3.5k followers on Twitter.

Recent campaigns:

Last summer’s campaign revolved around a pop-up ice cream parlour, featuring a range of savoury flavours, including blue cheese and Jacob’s Cream Crackers. The pop-up was devised in partnership with agency Elevate.

Latest campaign:

The snack brand recently launched a gourmet Snacktail bar, which featured a range of savoury cocktails. Open from 9-10 July, drinks at the Jacob’s Gourmet Snacktail Bar were designed to accompany its new Cracker Crisps range.

Each visitor received three free cocktails – one for each flavour in the range. Plain Jane Events assisted with the dressing and staffing of the pop-up, which was devised by 3 Monkeys Communications. 


Event says: Very different campaigns from the two brands, but on sheer scale and colourful vision alone, Propercorn just takes it at the final crunch. 

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