Welcome To The Smart Club

The better-for-you, ready-to-eat popcorn segment is pretty crowded, with some competitors touting more nutritions offerings and others owning the indulgence path. As the segment OG, Smartfood had really high marks in product satisfaction, but had lost top-of-mind awareness and market share. To carve its own path as a brand, it needed a more emotional approach, satisfying that bit of instant inspiration to help our "smart kids" Gen Z target reimagine what’s possible, shake up their routine and fuel them forward. After all, you are what you eat.