The Publication For The Grocery Trade

Orville Redenbacher's makes UK screen debut

Orville Redenbacher's - America's number 1 microwave popcorn brand - has made its UK screen debut with a campaign designed to encourage families to enjoy popcorn while they watch movies at home. The brand, launched in Britain just 12 months ago, has already achieved 26% of the microwave popcorn category. The ads are part of a £5m launch campaign, which has so far included consumer sampling, consumer promotions and PR. The 30" commercial shows a family having fun while eating popcorn and watching a film at home, with the line 'Make the popcorn, make the movie.' Marketing Manager Reshan Fernando said: "The ads aim to raise brand awareness and educate people about the category. Basically we wanted to demonstrate that Orville Redenbacher's brings fun to the whole experience - it's the perfect snack to settle down with when you're watching your favourite film with your family. "This investment in the brand is a key sign that we are confident that UK consumers, who already buy popcorn when they go to the cinema, are ready to extend this eating habit to movie watching at home." A second burst of advertising is planned for June 2007. Orville Redenbacher's Tel: 0161 654 0001