Butterkist rebrands with new packaging

Popcorn brand Butterkist has revitalised its brand with a new packaging design, supported by a £3 million marketing campaign across broadcast, digital and print channels.

The relaunch features a colour coded pack design for clearer flavour differentiation, providing greater stand out on-shelf, adding ease of fixture navigation to help tempt consumers towards different flavours. The new packs will be available in stores from this month ahead of the launch of the TV campaign, which goes live on 6 March.

The ‘sharing’ message is at the heart of the brand’s marketing campaign as is its strapline ‘Butterkist makes the sharing moment’.

“This relaunch of this iconic brand is based around three key elements, built from greater consumer understanding: A revitalised pack design to strengthen brand appeal on shelf, a compelling TV campaign communicating our sharing message to consumers and an integrated approach across PR, digital, social and shopper marketing,” says Anjna Mistry, senior brand manager at Butterkist.