Popcorn Kitchen adds marketing clout to its top team with arrival of Phil Cross

As a further show of ambition and fine snacking intent, Popcorn Kitchen has recruited Phil Cross to its top team as de facto Head of Marketing, bringing some timely communication cohesion and consistency to a bustling brand carving a distinct pathway within the UK’s artisanal popcorn scene.

Having initiated a thorough brand review towards the back end of 2023, Phil is now co-ordinating a comprehensive rebranding exercise that will encompass every communication trigger point from the digital brochure and online advertising through to the website and trade stand. 

‘I first crossed swords with Louise when she was a straight-talking buyer at Safeway which intriguingly paved the way to her becoming my sales director at Halo Foods many years later. We always enjoyed working together, share a similar hard work ethos and harbour the same passion for ambitious, well-disciplined challenger brands.  When an opportunity arose to help shape Popcorn Kitchen’s unique vision for Pure Popcorn Happiness, I knew I wanted in.’

Having worked for an array of fleetfooted category disruptors in the past, (Joii sushi, Entenmann’s and Pure Heavenly) Phil is better placed than most to shape and progress Popcorn Kitchen’s distinct marketing DNA.  ‘This is essentially a brand geared about simple snacking pleasure, a quirky, light-hearted disposition and an uncompromising commitment to accessible artisanal quality,’ concludes Phil.  ‘It wasn’t so long ago that this precocious underdog brand was feeling its way within the highly fragmented yet dynamic festival scene.  Step forward a few years and Popcorn Kitchen now stands tall as the 2023 Growing Business Award’s micro business of the year with a clear vision to service the top-drawer popcorn ambitions of UK’s thriving online/B2C scene, garden centres, delis. artisanal leading indies, gifting operations……..’

Needless to say; best-in-class popcorn comes in many guises in the UK from complex and gourmet to meticulously choreographed to within an inch of its life.  Popcorn Kitchen’s commitment is to a substance-over-image philosophy that prioritises a simple ‘product is king mantra’ built around openness, honesty, a self-effacing sense of fun and an unerring commitment to bold flavours, real ingredients and kitchen-made pride.

Look out for Popcorn Kitchen’s new evolved identity at Farmshop & Deli show later this month.