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Popchips' new UK campaign heads off any accusations of exaggerated health claims and shows a sense of humour by using the "be a bit good" strapline.

Lucky Generals created the print ads for the Californian snack brand, which include lines such as: "You went to the gym! (To enquire)." This is Lucky Generals' first campaign for Popchips since winning the creative account in July 2015.