Kellogg's popcorn chips get red carpet treatment

Coinciding with the upcoming Toronto International Film Festival, Kellogg has teamed up with Hollywood stylist Leslie Fremar to promote the new product.

As the spokesperson for the PR component of the launch, Fremar will give media interviews on celebrity fashion during the festival, and share tips on how the average woman can get red-carpet ready.

During the festival’s opening days, a sampling team will hit the streets of Toronto and visit TIFF hot spots to give out samples. The launch will also be supported with TV, print and cinema ads, as well as in-store marketing.

The target market for Special K Popcorn Chips is adult women who are concerned about weight management. At 80 calories per 20 chips serving, the product is being positioned as a tasty, sensible snack option.

“The film festival is all about movies and Special K Popcorn Chips are the perfect movie night snack,” said Natasha Millar, director, adult brands, Kellogg Canada Inc.

“It’s when watching movies at home that many Canadian women are faced with a choice that can lead them off track. They either satisfy their craving in the moment with a high-calorie, sweet or savoury snack they know they’ll regret, or they begrudgingly choose a bland, low-calorie option that leaves them unsatisfied.”

The corn-based, baked chips come in two flavours: Butter and Sweet & Salty. Millar noted that popcorn is the fourth most popular snack in Canada and is the most popular movie-time snack.

In fact, an Angus Reid survey commissioned by Kellogg found that 60% of Canadians prefer popcorn when watching a movie.

The product was first launched in the U.S. in September. This latest addition to the Special K snacks line follows the introduction of Special K Cracker Chips.