In a move that’s equal parts nostalgic and genius, Pop Secret has just pulled off one of the most creative marketing campaigns we’ve seen in the snack food industry this year. The popcorn brand has named ’90s icon Melissa Joan Hart as their first-ever “Chief of Butter,” launching an interactive “Spill Everything” campaign that’s got everyone talking: and calling.
This isn’t just another celebrity endorsement deal. Pop Secret has created an entirely new executive position, complete with a hotline that invites fans to share their juiciest secrets while getting popcorn advice and exclusive offers. It’s a brilliant blend of nostalgia marketing, interactive engagement, and good old-fashioned fun that other food and beverage companies should definitely take notes on.
The Power of Nostalgia in Food Marketing
Hart’s appointment as Chief of Butter taps into something powerful that we’re seeing across the food and beverage industry: the strategic use of nostalgia to connect with millennials and Gen X consumers. As the actress behind beloved ’90s shows like “Clarissa Explains It All” and “Sabrina the Teenage Witch,” Hart represents a time when life felt simpler: and when sharing secrets over snacks was a regular part of growing up.
“I got the job as Pop Secret’s Chief of Butter because if anyone knows how to serve up hot, buttery drama, it’s a girl who’s tackled teenage witchcraft and high school – twice!” Hart said about her new role. This kind of self-aware humor resonates perfectly with her target demographic, who grew up watching her navigate teenage life on screen.
The food and beverage industry has seen this nostalgia trend explode, with brands like Bazooka Joe collaborating with athletes and legacy restaurants undergoing major transformations to capture both old and new audiences. Pop Secret’s approach stands out because it doesn’t just rely on nostalgia: it creates an active, engaging experience around it.
Breaking Down the “Spill Everything” Campaign
The campaign mechanics are surprisingly sophisticated for what appears to be a playful concept. Through October 31, fans can call 1-844-SPILL-PS to:
- Hear Hart’s own secret (spoiler alert: it involves double butter)
- Share their own juicy secrets
- Listen to confessions from other callers
- Access exclusive offers and insider popping tips
This multi-layered approach creates multiple touchpoints for engagement, which is exactly what successful food and beverage marketing looks like in 2025. The campaign doesn’t stop at the phone call either: it extends to social media with Instagram followers able to vote on the juiciest secrets using an interactive “Butter Meter™.”
The Social Media Extension Strategy
Pop Secret’s Instagram strategy (@itspopsecret) showcases how modern food brands can create sustained engagement beyond traditional advertising. The Butter Meter™ voting system gamifies the experience, encouraging users to return to the platform regularly to see new content and participate in the community.
This kind of ongoing social engagement is crucial for food and beverage brands looking to build lasting relationships with consumers. It’s not enough to launch a product and hope for the best: brands need to create reasons for customers to keep coming back, keep engaging, and keep sharing with their networks.
Brand Evolution Under New Ownership
What makes this campaign even more impressive is the context: Pop Secret was acquired by Our Home in 2024, and 2025 has been a milestone year for the brand’s transformation. Under new ownership, the brand has:
- Launched a Ready-to-Eat line in approximately 2,300 stores nationwide, including major retailers like Kroger, Sam’s Club, and Five Below
- Introduced three new flavors: Homestyle Sea Salt, Movie Theater Butter, and Double Cheddar
- Redesigned packaging featuring an on-pack Butter Meter™ across core microwave varieties
- Created a clear progression of indulgence levels from Homestyle to Double Butter
This kind of comprehensive brand overhaul: combining product innovation, packaging redesign, retail expansion, and creative marketing: represents a masterclass in how to revitalize a legacy food brand. The “Spill Everything” campaign isn’t just a fun promotion; it’s the capstone of a strategic transformation.
What Other F&B Brands Can Learn
The Pop Secret campaign offers several key lessons for food and beverage companies looking to break through the noise:
Create Genuine Interaction: Instead of one-way advertising, the hotline creates real conversations between the brand and consumers. This approach builds deeper connections than traditional marketing.
Leverage Celebrity Partnerships Meaningfully: Rather than just slapping a celebrity face on packaging, Pop Secret created an actual role that makes sense within their brand narrative and Hart’s persona.
Build Multi-Platform Experiences: The campaign seamlessly moves from phone calls to social media to retail, creating a cohesive experience across all touchpoints.
Make It Shareable: The secret-sharing concept naturally encourages word-of-mouth marketing, which is invaluable for food brands trying to build organic reach.
Connect Product Innovation to Marketing: The Butter Meter™ appears both on packaging and in the social media experience, creating consistency between product and promotion.
The Economics of Interactive Marketing
From a business perspective, this campaign represents smart resource allocation. Instead of spending massive budgets on traditional advertising, Pop Secret created an experience that generates its own content through user participation. Every caller becomes both a consumer and a content creator, extending the campaign’s reach organically.
The exclusive offers component also serves a dual purpose: it drives immediate sales while collecting valuable customer data for future marketing efforts. This kind of integrated approach to promotion and data collection is becoming essential for food and beverage companies competing in an increasingly crowded marketplace.
Industry Impact and Future Implications
The success of campaigns like “Spill Everything” signals a broader shift in how food and beverage companies approach marketing. Consumers, especially younger demographics, expect brands to be more than just product sellers: they want entertainment, interaction, and authentic connection.
This trend aligns with other innovations we’re seeing across the industry, from restaurant marketing evolution to emerging beverage trends that prioritize experience over simple consumption.
For hospitality and foodservice professionals, this campaign demonstrates the importance of thinking beyond traditional promotional tactics. Whether you’re running a restaurant, managing a food brand, or developing beverage concepts, creating interactive experiences that invite customer participation can significantly amplify your marketing impact.
The Pop Secret “Spill Everything” campaign proves that with the right combination of nostalgia, creativity, and strategic execution, even established snack brands can create buzz-worthy moments that drive both engagement and sales. As Melissa Joan Hart settles into her role as Chief of Butter, other food and beverage companies should be taking notes on how to make their next campaign equally memorable and effective.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
