Popcorn brand widens reach with TikTok

CHEF Tony's Popcorn, known for its gourmet offerings, saw a leap in its sales through TikTok Shop.

Founded by Tony Elepano in November 2005, Chef Tony's Popcorn has developed over 70 unique flavors, including local favorites like BBQ Ribs Adobo and Kare-Kare.

«Popcorn appealed to me because it's a whole grain snack, offering high fiber content,» Elepano said. «As a chef, I thought I could always come up with different flavors for it. The total number of flavors I've developed is now over seventy. Seventy flavors over my journey of more than 12 years with Chef Tony's.»

The integration with TikTok Shop in October 2023 marked a significant turning point for Chef Tony’s Popcorn. CHEF TONY’S FACEBOOK

The integration with TikTok Shop in October 2023 marked a significant turning point for Chef Tony's Popcorn, facilitating access to a broader audience and streamlining the shopping experience through mobile devices.

«TikTok Shop leveled the playing field for new entrepreneurs like us,» Elepano said. «It's a powerful platform to showcase our products and engage directly with customers.»

Chef Tony's Popcorn has effectively capitalized on TikTok Shop's ACE (assortment, content and empowerment) indicator system, transforming its business operations and setting a new standard in the gourmet snack industry.

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«TikTok Shop has been a game changer. It's an online platform that everyone with a mobile phone can access. People who don't have easy access to malls or supermarkets can now simply click on their phones and purchase our products. They will be delivered right to their doorsteps,» Elepano said.

By leveraging the Assortment aspect of the ACE system, Chef Tony's Popcorn was able to reach a wider market for its diverse product lineup. During the 6.6 sale, the brand offered a 20-percent discount and free giveaways of local flavors as a pre-hype strategy, resulting in a 48-percent growth in total gross merchandise value (GMV) compared to the previous campaign. Notably, its mixed flavors saw a 26.4-percent GMV uplift, with a triple-digit growth of 307 percent for other assortments like Jalapeno Cheddar, Golden Caramel and Sour Cream Jack Cheddar.

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