Butterkist bursts back onto screens with Make the Moment TV ad campaign


Butterkist, the nation’s favourite popcorn brand, is set to bring its Make the Moment TV campaign to screens this September, as part of the brand’s overall £3m marketing spend in 2017 to support the brand re-launch at the start of the year.

This second burst of TV ads, featuring the delicious Salted Caramel flavoured popcorn, will launch on 1 September and run until 30 September on ITV and digital channels, along with Channel 4 partners, owned channels and Sky media.

It is the third marketing push by the brand following the Keith and Paddy Picture Show sponsorship in May, which exceeded reach targets set by ITV with an average of 4.2m viewers per episode.

The ad features a typical living room with family members sharing the same space but not interacting with each other. The mum wants to create some ‘Us time’ and knows that opening a bag of Butterkist will transform the room from a group of disengaged individuals into one where everyone re-connects and comes together.

The September advertising push will continue to raise awareness of the scrumptiously tempting Butterkist Salted Caramel, which will once again be featured in the end frame. Butterkist Salted Caramel popcorn is now the number 1 performing novelty line in the market1, appealing to new audiences by offering a contemporary twist to the traditional Toffee flavour.

Butterkist continues to maintain its position as the Nation’s most-loved popcorn brand, with a market share of 34% in a market now worth £136m and growing by 12.1% YOY. It is currently ranked as the 16th biggest bagged snack brand and is the only popcorn brand featured on the Grocer’s Top 25 list.

Anjna Mistry, senior brand manager at Butterkist, comments: “We’re excited to have the new-look advertisement campaign back on TV screens, featuring our fantastic Salted Caramel flavoured popcorn alongside our core range.

“Butterkist continues to maintain its position as the nation’s most–loved, No.1 popcorn brand, and with consumers increasing desire to reconnect with family and friends, this campaign should serve as the ideal reminder that Butterkist is the brand for ‘Us time’ and sharing moments.”

The four week long advertising programme from Butterkist will be accompanied by integrated VOD, Digital, PR, Trade marketing and in-store activity.