Butterkist is revitalising its brand with a new packaging design, supported by a £3m marketing campaign across broadcast, digital and print channels.
The new pack design is intended to bring the brand essence to life through a bolder, fresher and more contemporary look.
The new packs are colour coded for clearer flavour differentiation, providing greater stand-out on shelf, adding ease of fixture navigation to help tempt consumers towards Butterkist’s wide range of flavours.
The new-look packs will be available in all stores from February 2017 ahead of the launch of the new TV campaign, which goes live on Monday 6th March 2017.
To amplify the brand re-launch and marketing campaign in London, 100 London taxis will be Butterkist branded from 6 March to 2 April
Anjna Mistry, senior brand manager at Butterkist: “As the popcorn market landscape becomes increasingly crowded, it is important to re-affirm our brand credentials and communicate our brand’s unique proposition to consumers.
“This re-launch of this iconic brand is based around three key elements, built from greater consumer understanding: a revitalised pack design to strengthen brand appeal on shelf; a compelling TV campaign communicating our sharing message to consumers; and an integrated approach across PR, digital, social and shopper marketing.
“We are confident that these elements combined will deliver incremental category and brand growth and maintain Butterkist’s position in the market as the nation’s most loved, number one popcorn brand that brings people together and creates sharing moments.”