Rob’s Backstage Popcorn Pops Up at More Retailers

Rob’s Backstage Popcorn, a snack food brand launched by the Jonas Brothers in partnership with The Naked Market in 2021, has expanded to additional retailers after making its brick-and-mortar debut at Walmart in April 2022. Rob’s originally launched at the mass merchant with a video (see below) posted across social media showing the Jonas Brothers visiting a Walmart store to snack on the product with its namesake Rob Garbowsky, the father of the band’s former bass player and current management team member Greg Garbowsky. His homemade spiced popcorn was a go-to snack for the band and inspired the brand’s creation. The launch was supported by a contest running from April 21 to May 8, 2022, awarding a grand-prize trip to see the Jonas Brothers perform in Las Vegas. Consumers entered by taking a picture of themselves at Walmart with a bag of Rob’s Backstage Popcorn and posting it on Twitter, Instagram and TikTok tagging the brand and using #SecuredTheBagAtWalmartContest. Runner-up prizes included a video call with the band, signed guitars and bags of popcorn, and branded merchandise. The brand continues to earn secondary placement at Walmart, this January and February appearing in stores on pallet displays depicting a QR code linking to the brand's website. The brand also reached Albertsons Cos. stores this January where it is stocked on floorstands and pallet displays encouraging shoppers to “try the Jonas Brothers’ new popcorn.” The displays use the same QR code as the Walmart pallet. Albertsons’ Jewel-Osco promoted the launch by tweeting a video from Joe Jonas, one of three brothers who comprise the Jonas Brothers band. The brand hid placeholder tickets in select Las Vegas Albertsons stores from Feb. 10-17 that could be exchanged for a ticket to see a Jonas Brothers show Feb. 17-19 in Las Vegas. Consumers could sign up for the brand’s email list to receive hints about the locations. XXL packages of Rob’s Backstage Popcorn arrived at Walmart-owned Sam’s Club on Jan. 27. The brand launched at Kroger in March. Rob’s has heavily promoted its expansion across Facebook, Twitter, Instagram and TikTok.

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