Propercorn is touring the country in a 33ft pink cement mixer this week. The colourful campaign is designed to showcase the brand’s range of eight flavours and bring to life Propercorn’s entrepreneurial story. Inspired by the TV programme Top Gear, co-founder Cassandra Stavrou famously used a car spraying kit in her mother’s kitchen to coat her very first batches of popcorn with oil, before tumbling them in a refashioned cement mixer.
In a nod to its award-winning “Project Pattern” campaign, in which the brand wrapped Routemaster buses, Propercorn transformed its concrete mixer with a bold popcorn kernel pattern, set against its distinctive pack colours. The campaign began on 29th April and sees Propercorn touring the country for a week. The head-turning truck will travel more than 500 miles from London to Leeds, Manchester and Birmingham, sampling some 150,000 packs of popcorn.
Cassandra Stavrou, co-founder of Propercorn, said: ‘The humble cement mixer has become a real emblem for Propercorn and of the resourceful and creative approach we’ve taken since day one. Since launching in 2011, we’ve has seen unrivalled growth, transforming the healthy snacking landscape both in the UK and across Europe. We couldn’t think of a better way to celebrate our team’s different way of thinking and continued passion for popcorn than with a nationwide road trip in the PROPERmixer!’
As well as sampling its collection in cities across the country, Propercorn are engaging with people across Instagram and Facebook throughout the campaign. Digital fans are encouraged to share pictures of the PROPERmixer if spotted on route, for the chance of winning a year’s supply of popcorn. The nation can also dictate the route of the cement mixer, requesting where it stops via the Instagram Story poll feature.
Alongside the travelling cement mixer activation, Propercorn launches its largest digital campaign to date with a high reach, YouTube advertising campaign. The brand is using a dynamic CGI popcorn video to engage and excite viewers on the platform, delivering 5 million views over the course of the campaign. Propercorn are taking the campaign through-the-line with a nationwide, instore activation plan.