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.
| Channel | Tactic | Account |
|---|---|---|
| Email newsletter | Add a dedicated section to the January newsletter announcing the promo and date | Doudlah Farms list |
| Social media | Dedicated post on Instagram and TikTok | Doudlah Farms account (not Old World) |
| Website | Pop-up on site day-of: "It's National Popcorn Day — take X% off all popcorn today only" | doudlahfarms.com |
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.
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.
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.
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.