Gratterpalm handles new Butterkist TV campaign
Tangerine Confectionery has developed an integrated campaign for popcorn brand Butterkist, which will include a TV commercial based around the strapline ‘You can’t resist Butterkist’.
Created by Gratterpalm, the campaign will also include an interactive social media element from the agency’s digital team, based around Facebook, while consumer press, trade press, mailings and POS will also be included.
Alison Brand, marketing director at Tangerine Confectionery, said: “Last year’s campaign has helped Butterkist achieve its highest ever brand share of 62%. On the back of this success we are re-running the TV ad with some slight amends to not only feature our iconic toffee popcorn but also show off our cinema sweet and recently launched milk chocolate coated toffee popcorn variants. We are also using advertising in women’s press for the first time to increase the impact and extend the reach of the campaign."
Rick Ward, creative director at Gratterpalm, added: “Butterkist is a brilliant brand for us to work with as it’s packed with personality and so well-loved. We hope this campaign will be the start of a number of exciting projects with Tangerine in 2011.”
The 30 second advert launched earlier this week, running nationally on Sky Movies around romantic films, tying in with Valentine’s Day, while press and digital activity will run from 24 February, with the TV ad then running on ITV Breakfast, ITV2, Five, Fiver, US, E4, Sky 1, Sky 2, Dave, Alibi, Home, Watch, GOLD and Comedy Central.
Butterkist’s consumer, press and TV media has planned and bought by Boutique Communications.