Ad of the Day: Butterkist turns billboards into gigantic pinging microwaves

The mesmerizing digital-out-of-home push also features full audio so that passersby can be fully enticed by the visuals as well as the popping noises.

Known for its cheeky tone of voice, Butterkist has added a few entertaining settings not usually found on microwaves such as ‘Reheated Debates’, ‘Steamy Dramas’, ‘Grilled Celebs’ and ‘Comedy Roasts’. Along with these options, a dial shows the three popcorn flavors available to consumers.

Ben Theobald, brand manager at Butterkist, said: “We need to drive reappraisal of Butterkist microwave popcorn as the perfect snack for unmissable home entertainment. What better way to remind people of this much-loved snack than placing giant microwaves with our microwave popcorn popping away and telling people to ‘Go Grab the Butterkist’. We love the disruptive nature of the creative and hijacking a standard 48-sheet media format in a clever way.”

Created by independent agency St Luke’s, the fun campaign will run for two weeks, appearing on 48-sheet outdoor sites in London, Leeds, Manchester, Edinburgh, Milton Keynes, Newcastle, Glasgow, Luton, Sheffield, Gateshead, Derby and Dartford.

Rich Denney, joint chief creative officer at St Luke’s added: “Steamy dramas, reheated debates or celebs getting grilled? Whatever unmissable entertainment you’re watching, there’s only one snack that will do – and that’s the nation’s favorite popcorn. But why not make it hot? Go Grab the Butterkist!”

Butterkist is no stranger to inserting itself into pop culture drama, read our interview with the brand and creative agency here and check out its Downing Street stunt from last year.