LOS ANGELES: Snack-food brand Popchips has brought on boutique agency Third Street Media Group as its AOR following a competitive review.
Popchips, which evaluated both large and small agencies, selected Third Street based on its founders’ experience and the firm’s proximity to its headquarters, said Marc Seguin, the snack food’s CMO. The company moved its headquarters to the Los Angeles area from San Francisco last September.
He added that he was familiar with the "excellent" work of Third Street cofounder Bill Harrison, having collaborated with him during his time at Fifteen Minutes Public Relations.
Third Street began working on the account at the beginning of the month. While the initial contract will run for one year, Seguin said he is hoping for a long-term relationship.
Before bringing on Third Street, Popchips had worked with Alison Brod PR since 2012. Representatives from Alison Brod were not immediately available for comment. It also previously worked with Formula.
Seguin said Third Street will help to "re-establish Popchips as being top of mind with consumers who are interested in the better-for-you snack space."
To that end, the firm will work to engage consumers and members of the media about Popchips’ innovations and flavors it plans to release, in an effort to differentiate it from other snack brands, explained Seguin.
Popchips handles social media internally, while RMG manages digital and Dandelion oversees creative advertising. The brand debuted its first TV ads last September.
Budget information on the account was not disclosed.