Golden Popcorn rebrands to grow export sales
Northern Irish popcorn manufacturer Golden Popcorn in undergoing a rebrand as it looks to extend its product range and expand sales in Northern Ireland and abroad.
The corporate and product refresh follows a change of ownership of the business at the end of 2014. Golden Popcorn is now owned by Gerard McAdorey, who is managing director of GM Marketing and Free-ist low sugar/sugar free confectionery in Northern Ireland, and is run by managing director Sean McClinton.
“We decided that a complete revamp of the Golden Popcorn identity was required to assist our business growth plan,” McClinton explains. “We’ve developed a contemporary corporate identity and product packaging as an important stage in our growth strategy focused on expanding sales in our core market – cinemas – and to win more business in retail outlets, especially supermarkets in Northern Ireland and the Republic of Ireland.”
Golden Popcorn, based at Newtownabbey in county Antrim, already supplies a number of cinemas in the Republic and sees scope for accelerated growth there.
The company is also planning to enter the British market soon, with GM Marketing having already established a sales and logistics operation in the country.
It commissioned Belfast design house Part Two to work with management on the brand refresh. Ian Bennington, managing director of Part Two, says, “The long established design for Golden Popcorn had a strapline saying ‘Cinema Popcorn’. This was because they began as suppliers of bulk popcorn to the cinema trade then moved into retail.
“We took the view that if they were going to push the cinema theme, they ought to really create an entire brand proposition around the world of movies. Therefore, we developed a visual language and tone of voice which is inspired by the love of movies. All flavours are themed as are all the key messages.”
He adds, “Harnessing the movies theme gives us endless opportunity for development across social media and advertising etc.”
Golden Popcorn was established in 1996 to supply in bulk cinemas, bowling alleys, fun fairs and ice cream vendors. It subsequently developed a retail business in 2011. The new management is continuing to produce and market three products: Sweet, Sweet and Salty, and Salted in 95g, 100g and the Sweet popcorn in 120g bags. A range of savoury popcorn is also in the pipeline.
