KP Snacks has announced that UK chart-topping pop star Tom Grennan is the new ambassador for Popchips. The partnership aims to strengthen the brand’s cultural relevance among consumers.

As part of his ambassadorial role, Grennan will perform at an exclusive Popchips event in May. Tickets to the event can be won through a newly launched on-pack promotion running across the Popchips range from 27 January to the end of March. The promotion features packaging showcasing Grennan holding a Popchip and microphone, alongside the chance for consumers to win cash prizes and tickets to major UK music festivals.

The partnership is backed by a £1m media investment, including campaigns across out-of-home advertising, social media, and audio platforms such as Spotify. The initiative further cements Popchips’ focus on connecting with music fans and creating positive brand experiences.

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In addition to the collaboration with Grennan, Popchips will continue its exclusive partnership with the Latitude Festival for the second year running. The brand is also expanding its presence at key cultural events by joining The Isle of Wight Festival as an official snack partner. Both partnerships will feature fresh marketing activations designed to engage festival-goers and bolster Popchips’ association with feel-good moments.

Alex Callender, brand manager at popchips, said: “Popchips is all about positive energy, and this collaboration allows us to connect with consumers during culturally significant moments. By sponsoring two major UK festivals, we’re creating opportunities to build deeper emotional connections and reinforce our position as a leading ‘better for you’ brand.”

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