Popcorn brand Cobs has unveiled a new brand campaign in collaboration with indie agency Bastion. This marks the first campaign developed by Bastion for Cobs since the agency was appointed earlier this year.

The new brand positioning is built on the insight that consumers enjoy popcorn in a 'handful-by-handful, can't-stop-yourself' way. This concept is encapsulated in the phrase: 'Enjoy the lighter side of life with Cobs.'

The campaign will be featured across multiple platforms, including TV, BVOD, online channels, and Cobs' own website.

Bastion GM Susan Bird said, "Cobs needed more than just an ad campaign. They needed a distinctive brand world that could compete with the big players and carve out a clear and ownable place in people’s minds."

Kinrise Snackfoods & Innovation at Cobs Head of Marketing Paul Paxton-White said, "We have created a platform that perfectly captures what makes Cobs unique. Bastion understood our ambition for the Cobs brand and they’ve delivered creative that’s joyful, distinctive and true to who we are."