Franklin’s Popcorn
Bringing fun and funky flavors to an old-school popcorn brand
From popcorn seasonings to good old-fashioned popcorn kernels, we helped Franklin’s Popcorn uncover a new strategy and refresh its existing brand voice and tone.
HOW WE HELPED
Brand Strategy
Content Guidelines
Messaging
Tone of Voice
PARTNERS
Photography by Nine Supply Co.
Why Popcorn?
Popcorn is for the little moments: A snack shared after a long day of work. Between two people on a first date. Or with the kids as the quintessential after-school snack. Add your favorite toppings, pair it with a bottle of wine, a movie, or just great conversation.
The Franklin’s brand should embrace practical wisdom, special moments, ritual snacking, presenting popcorn as a “hero” snack—for adventurous foodies willing to experiment with recipes, serve an elevated snack at their next gathering, or relax in the comfort of their home during their latest Netflix binge.
We reflect on roots of nostalgic comfort.
We exude a sense of place and style.
Franklin’s knows where they’re from and who they are for.
Unique selling points
01. Hero Snacking
Popcorn is a snack that needs no accompaniment. A sensory canvas ready for experimentation. Whether you dress it up or keep it simple, it never disappoints.
02. Quality Over Speed
Zero added chemicals, no paper bags needed. We’re doing our part to lessen carbon emissions and waste products, one popped kernel at a time — always with your family’s overall well-being in mind.
03. Home Cooking, At-home Memories
Popcorn is more than tossing a bag into a microwave. It’s time you set aside for a special experience — with a delicious result. We elevate memory-making and shared time spent in the kitchen.
Brand Statement
This popcorn is special. But it shouldn’t be.
Popcorn has always been the leading lady of snacks. But most popcorn in the U.S. is made with low-quality oils, artificial “butter” chemicals, and yellow food coloring. As two proud popcorn enthusiasts, our founders realized that not all popcorn was created equal. In fact, no one was making popcorn the way it could be: Fluffy, buttery, and flavorful — without toxic chemicals or wasteful packaging.
Enter: Franklin’s Popcorn. We collaborate directly with family-owned farmers in the Midwest — farmers we actually know by name — and then harvest the freshly-grown kernels and deliver them to your door. Then, pop your kernels in pure coconut oil for a delicious nutty flavor.
Now you can get the same great taste of movie theater popcorn at home — and an experience that still evokes nostalgia, joy, and delight even in the most ordinary moments.
Brand Values
Quality
We make popcorn as it should be: No highly-refined oils or low-quality kernels. We source all of our ingredients from Midwestern farmers who understand the art of growing corn for quality snacking.
Self Expression
Popcorn is a blank canvas for creativity — and as a brand, Franklin’s exists to provide our consumers with the opportunity for self-expression and customization.
Connection
As America’s star snack, the act of making and eating popcorn is the catalyst for connection — from sharing a bucket with a date at the movies to having a group of friends over for popcorn and good conversation.
Delight
From the way we produce our popcorn to the service we provide our customers, we act with kindness and consideration for everyone we meet. Above all, we’re here to uplift the small joys of the everyday.
Modern
While popcorn might evoke feelings of nostalgia, Franklin’s is dedicated to putting a modern and original twist on an old classic. As a brand, we are constantly on the hunt for new recipes, new toppings, and new flavor combinations to keep things fresh and fun.
Brand Personality
Inclusive
Welcoming, approachable, the door is always open
Personable
Sincere, intelligent, relatable
Grounded
Unpretentious, generous, conscious of tradition
Joyful
Optimistic, delightful, collaborative
