Irresistible advertising campaign

9 February 2011 – Butterkist  is returning to  TV screens for the second time with its ‘irresistible’ national advertising campaign that aims to drive everyday snacking occasions for the traditional movie treat.

The advert will play on the strap line ‘I can’t resist Butterkist’ and will air across major national channels including ITV1 and digital channels, from the 24th February 2011 for five weeks.

The ads retain the catchy ‘I can’t resist Butterkist’ theme tune that had consumers humming along in 2010, while the likeable main character, his girlfriend, and friends and family are shown enjoying the UK’s best-selling popcorn in a range of snacking occasions, such as at work and even in the bath. New for 2011, the ads now feature the new gourmet variety – Butterkist Toffee Popcorn coated with Milk Chocolate and the popular Cinema Sweet.

The ads will be supported by a national consumer press campaign, with titles including Closer, Heat, Hello! and OK! Magazine.

Sarah Brown, Butterkist brand manager at Tangerine Confectionery, said: “Butterkist saw good growth in 2010 and this second wave of advertising will further strengthen the brand’s position as the UK’s favourite popcorn.

“Although Butterkist has been a household name for many years now, this campaign will remind current and lapsed consumers how great it is, whilst appealing to younger consumers and encouraging them to try it. Our advice to the trade is to stock up now in preparation!”