Butterkist is relaunching with a new packaging design, supported by a £3m marketing campaign across broadcast, digital and print channels.
The new packs are colour coded for clearer flavour differentiation, and aim to offer greater stand-out on shelf.
New-look packs are available this month, ahead of the launch of a new TV campaign, which goes live on Monday 6 March.
The ‘Sharing’ message is at the heart of the brand’s marketing campaign, witnessed in the strapline ‘Butterkist makes the sharing moment’.
Anjna Mistry, senior brand manager at Butterkist, commented: “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.”
