Diamond Foods launches Pop Secret campaign


Diamond Foods will premier a new marketing campaign in support of the re-launch of Pop Secret premium popcorn. The integrated campaign includes six national television commercials, movie sponsorships on major cable networks, and a popsecret.com website. One element of the program is Pop Secret’s unique partnership with Warner Brothers Studios. This partnership features tie-ins with some of the most iconic movie titles, including The Dark Knight, Caddyshack, and When Harry Met Sally.

“Pop Secret is the perfect complement to the in-home movie experience,” said Andrew Burke, Senior Vice President of Marketing for Diamond Foods. “We are targeting the movie watching consumer who wants to create more of an event at home, where eating popcorn and watching a movie enable friends and family to really commit to the movie and have a fun time together.”

The brand’s re-launch is anchored by television commercials that will feature fun, animated Pop Secret kernel characters who are passionate movie lovers actively watching popular scenes from classic movies. These ads will air more than 600 times over the coming weeks on a number of top national television networks just in time for the key winter consumption season. Goodby, Silverstein & Partners of San Francisco is Diamond Foods’ AOR.

In addition to the commercials, Pop Secret network movie sponsorships over the next month will include: FX Network– Pop Secret will be the presenting sponsor of the popular “DVD on TV” show hosted by Dave Holmes and Jennifer Lothrop during the week of January 11, 2010; USA Network– On Christmas Eve and Christmas day, Pop Secret will sponsor the “USA Holiday Character Feast” that will feature Elf, Sweet Home Alabama, Casino Royale, and National Treasure; Lifetime Network– On New Year’s Day, Pop Secret will be the sponsor of the “Aniston Unleashed” movie marathon including The Break–Up, The Good Girl, and Rumor Has It; TBS Network– Pop Secret will be the presenting sponsor for three late night features.

Diamond Foods acquired Pop Secret in September 2008 and took full control of the brand in February 2009.