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Diamond Foods to debut new marketing campign for Pop Secret


SAN FRANCISCO 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 Web site. One element of the marketing 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, SVP 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.

In addition to the commercials, Pop Secret network movie sponsorships over the next month will include the FX Network, USA Network, Lifetime Network and TBS Network.

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

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