Leo and Snack Factory are inviting audiences into a whimsical world of flavor with the launch of their latest game-changing snack, Pop’ums. The brand, best known for disrupting the pretzel category with Pretzel Crisps, is making a grand return to advertising with its first commercial since 2021, which debuted during the 97th Academy Awards on March 2nd.
Welcome to the Snack Factory: A World of Imagination and Innovation
The new creative platform, “Welcome to the Snack Factory”, kicked off with a cinematic, fantasy-inspired ad that introduces viewers to Pop’ums—a pretzel twist on popcorn. The spot takes snack lovers on a playful, dreamlike journey through the Snack Factory, complete with a weightless tasting room where characters experience the light, crispy, and bite-sized perfection of Pop’ums.
The campaign, directed by the visionary duo Augustus Punch, takes inspiration from filmmaker Roman Coppola, blending top-tier craftsmanship with a touch of whimsy. Watch below:
“Snack Factory is once again reimagining pretzels with Pop’ums, a pretzel take on popcorn,” said Janda Lukin, chief marketing officer of Campbell’s Snacks. “We are inviting people into the magical world of Snack Factory during the biggest night in cinema—showcasing the latest way we are rethinking snacking.”
A Perfect Pairing: The Oscars & Popcorn-Inspired Pretzels
The Academy Awards and movie-watching go hand in hand with popcorn, making it the perfect moment to introduce audiences to Snack Factory Pop’ums. The campaign bridges nostalgia and innovation, positioning Pop’ums as the future of snacking.
“This work captures the spirit of the brand—inventive, premium, and whimsical,” said Renato Fernandez, chief creative officer of Leo Burnett Chicago. “Roman Coppola and Augustus Punch were the obvious choice to bring this vision to life, blending playful storytelling with high-quality filmmaking. Their expertise transforms snacking into an immersive and magical experience.”
Crafting a New Snack Universe
Bringing this fantastical world to life required a meticulous balance of creativity and craftsmanship.
“It’s always exciting to work with a client that has a sense of adventure,” said Roman Coppola, founder and creative chairman of The Director’s Bureau. “I love projects that define a world—a place full of delight, play, and whimsy. This campaign has all of those elements, and the world of Snack Factory feels like it’s just getting started, with new surprises waiting around the corner.”
The sentiment was echoed by Augustus Punch, the directing duo behind the spot.
“Designing and building worlds for brands is always a dream for us,” they said. “When Roman (Coppola) called with a Snack Factory campaign—a new pretzel world to explore and a cast of quirky Snack Factory characters—we were instantly captivated. It was a joy collaborating with Leo Burnett Chicago and Snack Factory to bring this curious, cool, cheeky campaign to life.”
With Pop’ums, Snack Factory is once again redefining how people experience pretzels, combining the classic appeal of popcorn with a new, unexpected twist. The Oscars debut ensures that millions will get their first taste—visually, at least—of a snack designed to stand out in a crowded market.
With a magical world established and a bold new product in hand, the question remains: What surprises does Snack Factory have up its sleeve next?
CREDITS:
BRAND – Snack Factory
- Chief Marketing Officer – Janda Lukin
- Vice President – Chris Tutor
- Vice President – Nick Hammitt
- Engagement – Gabby Cairone
- Engagement – Naomi Zinner
AGENCY – Leo Chicago
- Chief Executive Officer – Kate Jeffers
- Chief Creative Officer – Renato Fernandez
- Chief Strategy Officer – Sam Cescau
- Creative Director – Matt McCabe
- Associate Creative Director – Allie Carvajal
- Strategy Director – Julianna Simon
- Strategy Director – Lacey Gilbert
- Strategist – Austin Clapp
- Account Director – Diana El-Chantaf
- Account Supervisor – Melissa Daigneau
- Project Director – Tyler Vondell
- Executive Producer – Will St. Clair
- Producer – Christen James
MEDIA – Spark Foundry
PRODUCTION COMPANY – The Directors Bureau
- Chair – Roman Coppola
- Director – Augustus Punch
- Executive Producer – Luke Ricci
- Producer – Jude Vermeulen
POST / VFX – Company 3 LA
- Executive Producer – Josh Hamilton
- Producer – Heather Gyimesi
- Colorist – Dave Hussey
EDIT – Rock Paper Scissors
- Executive Producer – Shada Shariatzadeh
- Producer – Janae Abraham
- Editor – Damion Clayton
MUSIC/SOUND
Music and Strategy
- Executive Producer – Gabe McDounough
- Composer – Yohimbe Sampson
PXP USA
- Executive Producer – Jenny McDonald
- Sound Engineer – Jason Ryan
PR – ZENO Group
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