PROPER, the UK’s fastest growing major snack brand, is making its biggest statement yet with a bold multi-media rollout. Responding to the inexorable rise of wellness trends, the campaign will position PROPER snacking as a form of self-care, delivered with wit and positivity.
In a world where ‘Manifest’ was named 2024’s Word of the Year by Cambridge Dictionary, where days begin with affirmations, and end with aligning our chakras, where boundaries, holding space, and gratitude are common lexicons, wellness is truly the culture of the time.
Which is why, as a great-tasting light snack, PROPER occupies the perfect space to parody wellness. Positioning itself as the ultimate intentional snack – satisfying, simple and never preachy. It’s something you can always feel good about.
The brand’s new platform – Practice PROPER Snacking – subverts the intensity of wellness culture, illustrating that snacking on PROPER can be a mind-ful intentional choice. The master brand campaign will refresh all of PROPER’s digital channels, in a move to unite corn and chips under one banner.
Inspired by PROPER’s vibrant packaging, The colourful campaign was developed by Joyful & Triumphant in collaboration with PROPER’s in-house creative team. Agency partners Earnies and Yonder supported the wider campaign rollout across social and digital platforms. Together, they are united in a mission to redefine snacking as an act of wellness, bringing Practice PROPER Snacking to the masses.
The new platform builds on PROPER’s legacy of bold, culturally relevant campaigns that punch above their weight.
Sandie Dilger, chief marketing officer at PROPER SNACKS, commented: “PROPER has always taken inspiration from culture, and there’s no better moment to lean into the world of wellness with a playful twist. Journaling, gratitude, and setting boundaries all have their place, but sometimes the most satisfying act of self-care is simply enjoying a great-tasting snack.”
The Practice PROPER Snacking campaign will be highly visible throughout May with key Out-Of-Home placements at Old Street, Westfield Stratford, Manchester Piccadilly Gateway, Manchester One and Manchester Printworks. Follow PROPER’s journey and join the movement on Instagram and TikTok this month.
