Butterkist is on screen for Valentine’s Day, when a £2m TV campaign lands featuring new ‘Love the Taste’ positioning.

Audiences across the UK will see the popcorn brand back on screens, for the first time since 2011, during advertising breaks on channels including ITV1, ITV2, Channel 4 and Channel 5, plus E4 and Sky. The creative aims to achieve brand stand out, making Butterkist synonymous with unrivalled taste, low calorie content per serving and wholegrain.

The TV campaign coincides with the release of reformulated recipes for Toffee, Salted, Sweet, and Sweet & Salted.

Anjna Mistry, senior brand manager at Butterkist, commented: “As the nation’s favourite popcorn, we have a century of popping expertise at our fingertips and a responsibility to be the best and remain the best. We have listened to our consumers to make sure we have the tastiest popcorn on the market today. We’ve put our expertise and passion for popcorn into every bag, delivering great texture and unrivalled flavour while maintaining our credentials as a healthier and permissible treat. Our popcorn range starts at as little as 80 calories per serving.

“Butterkist is a strong and well recognised brand, loved by consumers everywhere for its taste and quality. Our love the taste positioning encapsulates why we are still the nation’s favourite popcorn brand after 100 years. We are confident the campaign will drive considerable success for the brand this year and are encouraging retailers to stock up now.”

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