The Drum Awards for Marketing - Extended Deadline

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By Michael Feeley, Founder and chief exec

February 13, 2015 | 2 min read

Butterkist, the UK’s best-selling popcorn brand, has launched a £2million integrated marketing campaign, including the brand’s first TV ad since 2012.

The brand positioning and creative execution were delivered by Principles Agency, part of the Leeds-based Principles Communications Group. The ‘Love the Taste’ campaign also features a new responsive website – a collaboration between Principles Agency and the group’s digital arm MadeByPi - and a social media based competiton.

Adrian Hipkiss, marketing controller at Butterkiss owners Tangerine Confectionery, said of the campaign’s development: “It’s been useful to be able to brief multiple projects to just one agency. We’re delighted with the end result.”

Bernie May, joint owner and managing partner of Principles Communications Group said: “This has been a really exciting project for us, starting with the development of the brand strategy through to the implementation of a fully integrated on and off line campaign. We are also looking forward to working on the development of other brands within the Tangerine portfolio.”

Principles Communication Group was founded in 1986 and now consists of Principles Agency, Principles Media, Principles Research, fusion unlimited and MadeByPi, with clients including first direct, McCain Foodservices, Halfords, Disney, Costcutter Supermarkets Group, JD Williams and Jones Lang LaSalle.

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