Diamond Foods debuts Pop Secret campaign

by Eric Schroeder
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SAN FRANCISCO — Diamond Foods, Inc. said it will support the re-launch of its Pop Secret premium popcorn brand with a new marketing campaign featuring six national television commercials, movie sponsorships on major cable networks and a popsecret.com web site.

"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."

According to Diamond Foods, which acquired Pop Secret from General Mills, Inc. in September 2008 and took full control of the brand in February 2009, the new marketing efforts are part of the company’s larger plans to bring excitement to the category and stimulate new distribution opportunities.

As part of the campaign, over the next month Pop Secret will be the presenting sponsor of the "DVD on TV" show on FX Network during the week of Jan. 11, 2010; presenting sponsor on Christmas Eve and Christmas Day of "USA Holiday Character Fest" on the USA Network featuring movies such as "Elf," "Sweet Home Alabama," "Casino Royale," and "National Treasure"; sponsor on New Year’s Day of an "Aniston Unleashed" movie marathon on Lifetime Network featuring movies starring actress Jennifer Aniston such as "The Break-Up," "The Good Girl," and "Rumor Has It"; and presenting sponsor for three late night features on TBS Network.

For its television commercials, animated Pop Secret kernel characters are shown actively watching popular scenes from classic movies. The advertisements will air more than 600 times during the coming weeks.

The re-launch of popsecret.com will mark the first standalone Internet presence for the brand since it was acquired by Diamond Foods.

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