Popcorn brand Butterkist has launched its first television campaign in 10 years as it aims to drive sales and build familiarity with the product.
The campaign, which carries the strapline ‘I can’t resist Butterkist’ will run across several platforms with the TV ad created by Chief Productions in Manchester, PR by Brahm and online by Prego in Leeds and features some of the company’s factory workers in cameo roles.
Maria Townsend, Buttkerkist senior brand manager at Tangerine Confectionery told The Drum that she hoped that the brand would continue to use TV again in the future.
“The value of Butterkist is that it is all about excitement, energy and fun and it lends itself well to TV and also that it has a broad consumer target, targeting families, teenagers, students and young adults. With such a broad market, it does lend itself well to TV.”
Townsend explained that the campaign had been in development for a number of months following the acquisition of the brand by Tangerine Confectionary from Cadbury’s. The new parent company felt that it needed to invest in the brand to ensure that it was ‘kept fresh in the minds of the consumer’.
“The brand is already the pre-eminent popcorn brand with over 50% of the market and what we want to do is to reinforce the brand as a leader. Consumers love popcorn when they go to the movies or when they are at home and what we want to do is have consumers view the product as a snack for any occasion and broaden and tap into other snacking occasions,” added Townsend.
The campaign goes to air from 1 February across the UK including ITV1 and digital channels and will run for three weeks, with a 30 second format in week one, and supported by 10 second edits in weeks two and three.