KP Snacks has launched a new media campaign to drive the association of the UK’s number one popcorn brand, Butterkist, with relaxing evening occasions. Running until the end of the year, the campaign will feature on online video services including Sky, Vevo, and YouTube, as well as across social media platforms.
Designed to engage consumers and capitalise on the strength of evening sharing occasions at home in front of the tv, the new campaign references key entertainment moments from popular shows including I’m A Celebrity Get Me Out Of Here and Strictly Come Dancing. The campaign encourages shoppers to “Go Grab the Butterkist” to make unmissable entertainment moments more delicious and enjoyable.
Leading the popcorn segment with a 35.9% share[1], nearly twice the size of the nearest branded competitor, Butterkist is the nation’s favourite popcorn, ideal for sharing occasions. The CSN Sharing segment is growing strongly +13.4%[2] and the new campaign maximises on this by spotlighting Butterkist’s 100g sharing bags.
Rachael Rayner, Brand Manager, KP Snacks, said: “As the nation’s favourite popcorn brand, Butterkist is the perfect choice for making shared entertainment moments lighter, tastier and more fun. We are delighted to have launched this new media campaign, establishing Butterkist as the ideal accompaniment to much-loved TV moments while driving overall brand growth.”
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[1] Nielsen IQ, Total Coverage, Total Popcorn Value, MAT 07.10.23
[2] Nielsen IQ, Total Coverage, Total Value, MAT 07.10.23
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