National Popcorn Day Promo — January 19 Campaign

Overview

National Popcorn Day (January 19) was identified during the January 9, 2026 marketing call as a timely promotional opportunity for Doudlah Farms' popcorn products. The team aligned on a simple, single-day discount code approach to minimize implementation complexity while driving awareness and sales across multiple channels.

This article captures the campaign structure, channel plan, and key decisions made. See also: ^[1] and the broader ^[2] context.

Campaign Structure

Offer

• Format: Flat percentage discount code (e.g., 15% off)
• Duration: One day only — January 19
• Scope: All popcorn-related products (white popcorn, yellow popcorn, gift boxes)
• Rationale for flat discount: A simple discount code was chosen over a tiered "buy one, get one" structure to avoid complex plugin configuration and reduce the risk of checkout errors. The team acknowledged that while BOGO-style offers can drive higher unit volume, the implementation overhead was not worth the risk given the short lead time.

Eligible Products

• Old World Popcorn (6 lb bag; 2 lb TBD — see ^[3] if created)
• Doudlah Farms popcorn gift boxes
• Any other popcorn SKUs active on the site at time of launch

Channel Plan

Note: Social posts should be scheduled ahead of January 19 to build anticipation. The newsletter, if sent before the 19th, should tease the promo with the exact date and offer clearly stated.

Key Decisions

• Discount type: Flat percentage code preferred over BOGO for implementation simplicity.
• Brand account: Promote under Doudlah Farms social accounts, not Old World Popcorn.
• One-day only: Promo is strictly limited to January 19 to create urgency. Pre-promotion is encouraged; the discount is not active before or after that date.
• Free shipping threshold: Confirmed active at $50+ cart value — relevant context for customers buying multiple popcorn items.

Action Items (from January 9 call)

• [ ] Karly: Set the discount offer amount and configure the promo code in the ecommerce backend
• [ ] Karly: Build the website pop-up for January 19
• [ ] Karly: Schedule Instagram and TikTok posts for Doudlah Farms account
• [ ] Karly: Add a National Popcorn Day section to the January newsletter before send
• [ ] Karly: Log this campaign for 2027 planning — with more lead time, a larger activation is possible given the VAPG grant's two-year window

Strategic Notes

VAPG Grant Tie-In

Popcorn marketing expenses are eligible for reimbursement under Doudlah Farms' $250,000 VAPG grant (two-year window). Any paid spend associated with this campaign (ads, design, etc.) should be tracked separately and flagged for grant reimbursement. Sherry has requested an adjusted invoice from Mark Hope to clearly differentiate popcorn marketing costs. See ^[4] if created.

2027 Planning Note

The team acknowledged that with only ~10 days of lead time in 2026, the campaign scope was intentionally limited. A note was made to plan the 2027 National Popcorn Day activation well in advance, potentially with a larger budget draw from the VAPG grant and more elaborate creative.

New Product Context

This campaign coincides with early planning for a new popcorn seasoning line (organic nutritional yeast, Keen Garlic blends). Future National Popcorn Day campaigns may be able to feature these products as a bundle or upsell. See ^[5] if created.

Related Meetings & Docs

• ^[6]
• ^[1]