Popping off.

Client
Butterkist
Scope of Work
TV Ads, Sponsorship, OOH, In-store, Digital Marketing, and Experiential

Butterkist was struggling to find modern relevance in an evolving category and challenging market. With new, contemporary, and perceived 'healthy' brands on the market, the well-known popcorn brand was battling against an old-fashioned cinema associated positioning and declining sales. Our brief was to return the brand to growth and increase sales of both new and lapsed users.

Our Approach

Putting insight at the heart of our approach, we unearthed key truths that enabled us to understand the brands role in bringing families together to share the great and indulgent taste of Butterkist.

Our campaign plays back how our core target audience, Mum (still the main household shopper) is often tearing her hair out trying to get her family to come together, communicate, and enjoy family time. At the snap of her fingers, our moment makers who represent the brand, work fast to transform her family from carrying out their disparate tasks in to a happy unit who have been brought together by the great taste of Butterkist popcorn.

Results

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An integrated campaign comprising TV, sponsorship, OOH (out of home), in-store, digital marketing, and experiential returned the brand to growth, and regained category leadership. The campaign is also credited with the brand being awarded the highly regarded, Milward Brown ‘star brand’ status due to exceptionally high scores it received for recall, engagement, and saliency in campaign testing.