Popcorn isn’t known for its healthiness. “It’s got that bad movie theater reputation,” said Teddy Hobbins, chief executive of St. Paul creative agency BoatBurner. The four-person squad at BoatBurner hopes to help Angie’s Boomchickapop elevate popcorn and the snacking category as a whole as the advertising firm becomes the Mankato-based snacking company’s new creative partner.

The newly formed BoatBurner announced this week that it will lead all creative initiatives for Boomchickapop including broadcast, branded content, social, digital, experiential and in-store promotions.

“We wanted to find a true business partner, not just an agency, someone to both help build the business with breakthrough ideas and fight alongside us in the trenches,” said Suzanne Sengelmann, chief marketing officer for Boomchickapop, in a statement.

With more than 14 flavor varieties, Boomchickapop bills itself as a “better-for-you snack” that is gluten-free and made with simple non-GMO ingredients. As distribution has increased for Boomchickapop, BoatBurner is focused on increasing the company’s momentum.

BoatBurner is just starting to create the brand’s creative policy and determine what media channels work best for Boomchickapop. In the coming months, the bright packaging of the popcorn could also evolve, Hobbins said.

BoatBurner just started in February. The firm’s clients include Shoreview medical device company Torax Medical and Miss Mary’s bloody mary mix. The firm prides itself as being more about generating the ideas behind a marketing plan than focusing on the latest advertising fad and gimmick.

Boomchickapop has previously been creative partners with Minneapolis agency FRWD.

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