Disconnected

Disclaimer: I got some free stuff before posting this blog.

Popcorn Indiana is a company that’s doing cool stuff with popcorn.  They’re elbowing into territory that Simba and Jumping Jack have a firm grip on, but they’re offering something that’s completely different and utterly delicious.

Yes, they haver the standard flavoured pre-popped popcorn, but they’ve also got dark chocolate-covered popcorn and, my new favourite, Chip’ins…crisps made form popcorn.

The thing is, Popcorn Indiana products are not exactly cheap.  They’re a premium brand sold – I stand under correction – exclusively in Woolies so you’re paying premium prices.  The packaging is very high quality and the look and feel of the brand just screams class.  But the question is are they worth it?

I’m frugal at the best of times, so when I saw Chip’ins on sale I grabbed a bag immediately and then put the bag down again when I saw they cost R39,99 for a 205g  bag.

It just so happens that a pricing mix-up at my local Woolies netted me a free bag of Chip’ins (I’ll post separately about this, you can get free stuff from Woolies and Pick n Pay) and I tried them.

My wife and I fell in love with Chip’ins.  They’re utterly delicious and not half as bad for you as potato chips, so they’re somewhat guilt-free.  I tweeted about them, saying they’re yummy but the price-tag is a bit high and I got a few responses along the same lines.

About a week ago, I found that Chip’ins were on special at our local Woolies for R19,99 a bag so, naturally, we bought a trolley-load and – again – I tweeted about it letting people know that the reduced price was a great opportunity to change their lives with these snacks.

Now, here’s the interesting bit…yesterday I get a call form my office security desk to say “Jacques from Popcorn Indiana” dropped off a package for me.  I ran downstairs and I found an enormous box of Chip’ins sitting in our reception area with a small note on top that said: “We know we cost a little more, but we’re totally worth it. Here’s a gift to say thanks for your compliment. @PopcornIndiSA.

Opened up the box…and it was jam-packed with 12 bags of Chip’ins. JACKPOT!

Here’s why this little PR exercise worked:  When I got to my desks, I opened the box and everyone in the office asked what it was inside the box.  I have a team of nine people, so I gave them each a bag and said they should try them.  Our CEO, who sits right opposite my desk, also got a bag.

Nothing was heard thereafter but the crunching of Chip’ins. And almost everyone wanted to know where they can buy them.  One token of thanks equalled nine new fans, who are all relatively influential in their social circles and will probably be repeat customers if their reactions are anything to go by.

The bottom line is, did this little bit of PR set out to do what PR is supposed to do: i.e. change perceptions about a brand or product?  Chip’ins are utterly yummy an completely addictive…I’m hooked.  I still think R39.99 is a lot to pay for a bag of “chips” but so is R37 for the monthly slab of Lindt 70% I buy…but there are more expensive things to be addicted to I suppose…so, Popcorn Indiana, mission accomplished.

By the way okes, when can we get some “Buffalo Wings and White Cheddar” Chip’ins in stores?

UPDATE: I went onto the Popcorn Indiana Website and I see the going price for Chip’ins in the US is also R39,95 ($4,99), so we’re clearly not being ripped off here in SA.

Tags: chip'ins, marketing, popcorn, popcorn indiana, pr, price, Social Media, twitter, woolworths