Pom-Bear's Playful Spot Brings the Fun to Snack Time

Iris, the global creative network, announces the launch of its 'Put a Little Pom in Your Day' campaign for the beloved children's snack brand, Pom-Bear, part of KP Snacks. The endearing campaign aims to increase brand penetration among young families, as the brand introduces two new non-HFSS Pom-Bear flavours, Cheese and BBQ.

Showing cherished moments of connectivity between parents and children, the work is launching across TV, Video-on-Demand, radio, and various social media platforms, and aims to resonate with busy parents, highlighting the importance of small, impromptu moments of play that can enrich family life. A 20” TVC and radio executions showcase playful interactions between a father and daughter as they share a bag of Pom-Bears.

The creative narrative revolves around the curiosity children have about the bears' features, such as their belly buttons (for belly dancing) and smiles (from hearing jokes). Additionally, a jingle adds a catchy, memorable element to both the TV and radio spots, enhancing the campaign's memorability.

To support this, Iris has developed an influencer and creator strategy, encouraging digital creators to bring their unique creativity to the idea, further amplifying reach and engagement on social media platforms.

Philip Jackson, marketing controller at KP-Snacks said, "We are excited to launch 'Put a Little Pom in Your Day' with Iris. This initiative beautifully captures the essence of our brand and the spontaneous joy our snacks bring to families."

Isabelle Taylor, business director at Iris commented, "Our goal was to create a sweet, memorable and playful campaign that emphasises the small, joyous moments between parents and children. 'Put a Little Pom in Your Day' perfectly encapsulates this, and we are thrilled to see it come to life."

Media planning and buying is by Starcom, with production by Another Film Company and music and jingles created by A-mnemonic.