Butterkist, the nation’s favourite popcorn, is revitalising its brand with a totally new packaging design, supported by a £3m marketing campaign across broadcast, digital and print channels.
Informed by key consumer insights following extensive research into understanding popcorn within the world of snacking, the re-launch represents a huge investment into the UK’s number one popcorn brand in a growing market that is now worth an estimated £131m (MAT).
The relaunch features a new pack design, bringing the brand essence to life through a bolder, fresher and more contemporary look, and communicating Butterkist’s irresistible taste and fun personality.
The design will also help establish the brand amongst other key sharing snacks brands, currently ranked 16th biggest selling bagged snack brand and the only popcorn brand.**
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 moreish 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.
Butterkist currently dominates the sharing bags sector of the popcorn market, which is the largest and fastest growing with a 65 per cent value of the market and a 24.4 per cent year on year growth*.
The ‘Sharing’ message is at the heart of the brand’s marketing campaign as is its strapline ‘Butterkist makes the sharing moment’. Central to the premise of the campaign is a big bowl of Butterkist, that helps friends and family connect, acting as a catalyst for bringing people together.
To amplify the brand re-launch and marketing campaign in London, 100 London taxis will be Butterkist branded from 6th March to 2nd April 2017.
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.”
* Data source: IRI Value Sales, MAT to 4th Dec 2016 (12 weeks)
** Data Source: The Grocer Dec 2016
*** CousinDavis U & A Popcorn Study Oct 2016