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Popchips Always Real
Role
Co-Creative Director, Copywriter, Concepter
Date
Summer 2026
THE SITUATION:
Pop culture was getting louder, faster and increasingly overproduced. Popchips had an ownable truth hiding in plain sight: Never Fried. Always Real. The opportunity was to turn that product truth into a cultural POV — and make Popchips the snack of pop culture.
THE IDEA: ALWAYS REAL
We showed up where culture actually happens: the episode everyone’s watching, the podcast everyone’s quoting, the feed everyone’s refreshing and the IRL moments everyone wants into. Real takes. Real crunch. When culture popped off, Popchips was already in hand.
WE MET REAL AUDIENCES WHERE THEY ARE. AND PEOPLE REALLY POPPED OFF.
