Butterkist launches TV campaign
Popcorn brand Butterkist will be on screen for Valentine’s Day, when a £2m TV campaign lands featuring new ‘Love the Taste’ positioning.
Audiences across the UK will see the popcorn brand back on screens for the first time since 2011, during ad breaks on channels including ITV1, ITV2, Channel 4 and Channel 5, plus E4 and Sky. The heart-warming creative aims to achieve brand stand out, making Butterkist synonymous with unrivalled taste, low calorie content per serving and wholegrain.
The ad opens with a man behind a computer screen and the sound of crunching as love hearts float up from behind his monitor. The camera then pans to reveal the man is eating Butterkist Salted popcorn, as he eats, hearts burst around his mouth and on pack. The advert will drive increased Butterkist consumption, showing a range of popcorn eating occasions, from snacking on-the-go at work and picnicking out of home to enjoying family time in front of the TV.
The TV campaign coincides with the brand’s best ever product hitting the shelves. The original Butterkist recipes for Toffee, Salted, Sweet, and Sweet & Salted have been reformulated to give consumers a ‘better-than-ever’ experience. Butterkist is also cementing its number one status by putting the iconic heart, made famous over its 100 year history, back onto its packaging, after conducting in-depth consumer research.
Anjna Mistry, senior brand manager at Butterkist, comments: “As the nation’s favourite popcorn, we have a century of popping expertise at our fingertips and a responsibility to be the best and remain the best.
“We have listened to our consumers to make sure we have the tastiest popcorn on the market today. We’ve put our expertise and passion for popcorn into every bag, delivering great texture and unrivalled flavour while maintaining our credentials as a healthier and permissible treat. Our popcorn range starts at as little as 80 calories per serving.
“Butterkist is a strong and well recognised brand, loved by consumers everywhere for its taste and quality. Our ‘love the taste’ positioning encapsulates why we are still the nation’s favourite popcorn brand after 100 years. We are confident the campaign will drive considerable success for the brand this year and are encouraging retailers to stock up now.”
Butterkist’s ‘Love the Taste’ TV ads will be supported by a wider marketing campaign involving PR, social and digital activity. The best ever recipe packs are in distribution now and TV advertising will pop up across Britain from 13 February 2015.
