Beattie was briefed to build on Butterkist popcorn’s number one market position as the nation’s favourite by pushing its ‘Love the Taste’ message via PR across a range of channels.
Beattie’s ‘Love the Taste’ campaign reached out to snacking fans across a range of channels. The superior flavour took centre-stage in all activity including popcorn recipe creation with influential foodie bloggers using the new Butterkist Discoveries range, a national newspaper sampling and a spooky regional radio campaign featuring a limited edition Grim Green pack. PR was fully integrated with the ATL, social media, trade and digital communications.
An audience of over 8m were exposed to the ‘Love The Taste’ campaign which secured 64 pieces of media coverage, creating across target print, broadcast and online media titles, further cementing Butterkist’s ability to get Britain’s taste buds tingling.
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