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Snack Factory, the brand known for disrupting the pretzel category with its beloved Pretzel Crisps, provides fans an inside look at how it rethinks pretzels in its first ad spot since 2021 debuting during the 97th Academy Awards on March 2nd. 

Kicking off the new creative platform, “Welcome to the Snack Factory,” the first spot invites viewers into the magical world of Snack Factory to discover its’ latest game changing snack: Pop’ums – a distinctly pretzel take on popcorn.

With influence from renowned American filmmaker Roman Coppola and director duo Augustus Punch, the creative follows a group of snackers on a journey through the whimsical Snack Factory, including a weightless tasting room where they fall in love with the surprisingly light and crispy and perfectly bite-sized new Pop’ums.

The Academy Awards are synonymous with movies, and movies are synonymous with popcorn, proving to be the perfect moment to introduce viewers to Snack Factory Pop’ums. 

"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.”

“This work captures the spirit of the brand – inventive, premium, and whimsical. We are creating a new world for Snack Factory, full of imagination and delicious snacks,” said Renato Fernandez, chief creative officer of Leo Chicago. “Roman Coppola and the directing duo Augustus Punch were the obvious choice to capture this vision, blending whimsical creativity with top-tier craftsmanship. Their expertise breathed life into an imaginative narrative that transforms snacking into an engaging and magical experience.” 

“It’s always exciting to work with a client that has a sense of adventure, and I’m particularly drawn to projects that allow me to help define a world. I’m attracted to work that evokes a sense of delight, play, and whimsy, and this campaign has all of those elements,” said Roman Coppola, founder and creative chairman, The Director’s Bureau. “I enjoyed working on a spot with playful characters inhabiting a world that has a magical quality—where anything feels possible. A world that could continue on, with new chapters and surprises just waiting around the corner.” 

“Designing and building worlds for brands is always a dream for us. So, when Roman (Coppola) called with a Snack Factory campaign, a new pretzel world to discover and a cast of Snack Factory characters to create, we were instantly captivated,” said director Augustus Punch. “It was a joy collaborating with the team at Leo Chicago and Snack Factory to bring this curious, cool, cheeky campaign to life.”