PROPER, the UK’s fastest-growing major snack brand has launched a campaign – spanning OOH, digital, experiential, social, retail and editorial - taking a playful swipe at the world of supplements to reframe popcorn as the high-fibre hero the UK has been overlooking and the simplest, most enjoyable way to get more fibre into a daily diet.
The activity comes as fibre gains momentum in mainstream wellness culture, with #fibremaxxing generating more than 160 million views on TikTok. Despite that rise in awareness, PROPER notes that only 9% of UK adults meet the NHS’s recommended 30g daily fibre intake, while 93% are unaware of the target.
Developed under the brand’s Practice PROPER Snacking platform, the campaign aims to close that gap by repositioning a familiar product through a more functional health lens, while maintaining the brand’s characteristically playful tone, brining some humour to a sometimes sanitised sector.
The Your Fibre Supplement Snack campaign will run across London, Manchester and Leeds, including a five-day takeover at Old Street, East London. The campaign will appear in commuter-heavy locations across tube panels and transit routes, supported by a nationwide Meta campaign expected to reach 30 million people.
The campaign also extends into social, creator and editorial channels, fronted by PROPER’s in-house “Snaxpert” Rubes, alongside in-store and ecommerce activations to reinforce the message at point of purchase.
The five day experiential activation at Old Street will see ‘prescribed’ popcorn being distribtued from a pharmacy-style kiosk. Commuters will also receive The Snack Supplement, a branded publication created with nutritionist and author Rhiannon Lambert, designed to communicate the benefits of fibre in a more accessible format.
“Fibre is finally having its moment, but the conversation around it still feels overly functional and often a bit joyless,” said Sandie Dilger, Chief Marketing Officer at PROPER. “Popcorn is what made PROPER – it’s something people already love and it’s naturally high in fibre. My mind was blown when I discovered that this simple, readily available snack contains ten times more fibre than spinach and I’m so glad we are now taking that message to our consumers, in our characteristic subversive way.”
The campaign launches during a period of sustained commercial growth for the business. PROPER SNACKS says it was the UK’s fastest-growing major snack manufacturer in 2025, up 12%, while the PROPER brand has grown 27% in the last 12 weeks. PROPERCORN is now worth £35m RSV and has driven 84% of category growth in popcorn over the past seven years.
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