Throughout its three-year partnership with Angie’s BOOMCHICKAPOP, Kohnstamm has delivered more than a thousand media stories covering the fun-loving Minnesota-based better-for-you popcorn brand founded and inspired by Angie Bastian.
Beyond the national media attention ranging from Women’s Health, Hungry Girl, Parade Magazine, Men’s Journal, The Wall Street Journal, and the like, Kohnstamm has elevated mainstream attention through some creative and enlightening experiential marketing campaigns that lit a ﬁre under consumers’ love for the brand.
Our integrated “Grow Some Boom” campaign provided organic corn seeds at retail and encouraged families to chronicle their Boom Garden experience socially. Our ﬁve-city “Pop of Positivity” tour brought Angie Bastian and the brand’s mission of women’s empowerment to life experientially in Miami, Atlanta, Raleigh, New York City and Minneapolis.
Locally, our execution of the brand’s “Popcorn Ale” launch – a partnership between Angie’s BOOMCHICKAPOP and the Mankato Brewery – received national attention and industry awards. The partnership highlighted local entrepreneurship solidarity while bringing a female perspective to a predominantly male craft beer scene. The genius created “popcorn-as-hops” recipe for a limited edition BOOMCHICKAPOP Popcorn Ale drove sales and national visibility for both companies. Within three weeks, 33 print, online, blog, TV and radio outlets covered Angie, Tim and their creative merger, generating a combined seven million gross media impressions. Total media relations impressions for the brand during that April-May window alone totaled 30.1 million gross impressions, with an ad value equivalency of $1.9 million.
No matter the creative challenge, Angie keeps it positive, and the PR through Kohnstamm keeps it moving!