360i has been named integrated agency of record by SkinnyPop, a popular snack brand based in Austin, Texas. The news was announced in a story published earlier today by Ad Age reporter Megan Graham. Graham spoke with Kyle Banahan, director of marketing at SkinnyPop parent company Amplify Snack Brands, about the news.
Banahan notes that “SkinnyPop is such a rapidly growing brand in the better-for-you space, not just in popcorn,” and also told Graham that the company is increasing its investment in marketing as it considers becoming a master brand. In the nine years since its founding, SkinnyPop has already grown to claim 12 percent of U.S. market share in the popcorn industry.
360i President, NY Abbey Klaassen also provided comment via a written statement:
“We’re humbled and honored to be working with this amazing brand. Not only is SkinnyPop a fast-growing brand with massive potential for growth and expansion into new categories; it’s also a brand with an honest-to-goodness cult following – including many of us at the agency. As snacking preferences continue to evolve, there’s so much opportunity for SkinnyPop to capitalize on shifting behaviors, and we’re excited to partner with them on that journey.”
Read more about the news on Ad Age.