Purplesful has already made the charitable element of its brand a key part of its packaging, and it is hoping evolved in-store and sampling will help it further stand out to bring that purpose to more people.

Purplesful was founded by entrepreneur Matthew von Teichman, whose aim was to create a high volume CPG product (in this case, popcorn) that would flow profits to the disadvantaged. It’s a mandate that’s right on the package, which informs consumers that 25% of profits go to assist organizations such as Breakfast Club of Canada.

“When you’re a new company, you need a way to stick out,” von Teichman says. There’s a much greater consciousness among younger generations and the idea of giving will be “an enormous selling feature” for youth, he explains.

Von Teichman tells strategy this kind of purpose-driven brand, or the “1% for the planet” model entrepreneurs follow, has thus far proven successful with retailers, and the brand has landed distribution for its cheddar and sea salt SKUs nationally in grocers including Loblaws, Whole Foods and Save-On Foods. A jalapeno flavour will join the ranks shortly.

The name Purplesful comes from hearing about the nutritional benefits of purple corn from a Peruvian farmer (the fact that it sounds like “purposeful” when read quickly is a “happy coincidence,” von Teichman says).

“It’s a bit of a mouthful, and doesn’t exactly roll off the tongue…but it definitely communicates what we’re trying to do.”

As luck would have it, purple is also a colour block that breaks through the competitive set in snacking. The packaging was created through crowd funding and contesting. According to von Teichman, two things on pack were key, in addition to the charitable callout and colour blocking: that the corn popped with a white kernel so consumers wouldn’t think it is purple popcorn, and the simplicity of the messaging.

For its in-store marketing for 2023, von Teichman says that despite it being very expensive, the goal is to “get it everywhere.”

Purplesful will be introducing newly designed in-store assets, created by Atlantic Packaging, after initially relying on a more generic case. The new assets were designed to create efficiencies for its key retailers, including a header that fits directly into a redesigned merchandisable case. The benefits include not requiring a sleeve or a tower, and that it can be added to any case, irrespective of height.

Purplesful’s sampling strategy targets consumer events to drive trial, ranging from community festivals to pop-ups. Agency partner NKPR also helped come up with a national partnership with The Pop-Up Chapel, a company offering couples one-of-a-kind wedding experiences, where Purplesful will be integrated into weddings and events. It also has an ongoing sampling strategy where it shares the product with influencers around key moments and national days, such as National Popcorn Day.