Butterkist boosts advertising investment to £3m in 2016
Tuesday, 23 February 2016
Butterkist, the nation’s favourite popcorn brand*, is set to drive further sales for retailers in 2016 by investing £3m in advertising this year, a 50% increase on 2015, with its TV advertising campaign reaching a further 1m people.
The first wave of TV ads – which will highlight Butterkist Discoveries, the market leader’s most adventurous range of flavours yet – launch this week and will run until 20th March on channels such as ITV, ITV2, Sky 1, E4, ITVBe and Channel 5 as well as on Video on Demand platforms such as Sky Media, ITV digital and C5 digital. The most prominent slot will be in the centre break of popular soap Coronation Street.
The £3m investment includes proximity advertising to support the 10 and 30 second TV spots.
The 30 second advert includes a brand new end frame on Butterkist Discoveries, a range of deliciously moreish sweet and savoury flavoured popcorn which includes smoky Hickory BBQ Pulled Pork, fiery Sweet Chilli and Zesty Lime and smooth Salted Caramel.
The range was developed to tap into the sweet and savoury trend and broaden the appeal of popcorn across adult snacking occasions such as parties and big nights in. The luxe packaging and intriguing flavour combinations will encourage trial, while the taste experience is second to none and will drive repeat purchases.
The adverts will feature Butterkist’s ‘Love the Taste’ creative, which showcases Butterkist’s unrivalled taste, low calorie content per serving and wholegrain recipe. The advert shows a range of popcorn eating occasions, from snacking on-the-go to enjoying family time in front of the TV to drive increased Butterkist consumption.
The brand’s successful ad campaign in February and March last year brought 1.2m new shoppers to the popcorn category and contributed to over 40% of category sales across 2015.**
As well as the Butterkist Discoveries range, bestselling popcorn SKUs* in the category such as Cinema Sweet (No.1 SKU), Toffee (No.2 SKU) and Sweet & Salted (No.6 SKU) are expected to fly off the shelves during the campaign period and retailers are encouraged to stock up in preparation.
Anjna Mistry, senior brand manager at Butterkist, comments: “Our new Butterkist Discoveries range, launched in 2015, has received phenomenal feedback from consumers***. The TV campaign will raise further awareness of this flavour bursting range, encouraging consumer trial and driving incremental sales for retailers.
“Our ‘Love the Taste’ creative continues to remind customers why Butterkist has been the nation’s favourite popcorn brand ever since the first kernel was popped over 100 years ago.
“As the brand leader, Butterkist continues to bring excitement and growth to the popcorn category, catering to changing consumption habits and developing NPD that delivers quality and taste to everyday snacking occasions.”
Butterkist’s ‘Love the Taste’ TV ads will be supported by a wider marketing campaign involving PR, social and digital activity.
* Nielsen data to 5th Dec 2015
** Nielsen MAT to 5th December 2015 and Kantar data end December 2015
*** Degustabox customer survey (6500 consumers) November 2015 and Social Media Sept 2015