KP Snacks announces £1m Hula Hoops Puft campaign

By Tony Corbin in Crisps & Snacks 10th January 2023

KP Snacks has invested £1m in its ‘Hula Licious, Hula Lightful’ campaign, driving awareness of Hula Hoops’ light, low-calorie and non-HFSS offering, Hula Hoops Puft.

Launching from the beginning of February, the campaign will run for six months across multiple channels including radio, video-on-demand and out-of-home.

The ‘Hula Licious, Hula Lightful’ strapline focuses on Hula Hoops Puft’s taste and credentials within healthier snacking, at 72 calories per pack.

Last year, the entire Hula Hoops Puft range was relaunched, refreshing the brand with a modern new look and media campaign, while also being reformulated to be non-HFSS.

The continued investment in promoting the brand builds on a successful ATL media campaign last year which reached 49m adults across various platforms.

John McDougall, brand manager at KP Snacks, said: “Following on from a successful 2022, where we reformulated the product to make it compliant with HFSS legislation and rolled out a packaging refresh to help improve its appeal to adult consumers, the campaign will look to drive further consumer awareness of the brand.

“Daytime snacking is on the rise and shoppers will be increasingly seeking out more permissible options, with the beginning of the year representing a key period for healthier snacking, and Hula Hoops Puft is perfectly positioned as a tasty and low-calorie snack”.