Gratterpalm Gets Creative With Butterkist
Posted by: Gratterpalm
Date added: Wed 09 Feb 2011
Tangerine Confectionery, manufacturer of the UK’s best-selling popcorn brand, is investing a significant marketing spend into the 2011 campaign, which includes updating its existing TV commercial based around the strapline, ‘You can’t resist Butterkist.’
For the interactive social media element of the campaign, Gratterpalm’s specialist digital team, which includes digital account managers, designers and developers, will be producing a unique social media campaign based around Facebook. Other collateral will include new creative for consumer press advertising, trade press and mailings and point of sale.
Alison Brand, Marketing Director at Tangerine Confectionery, said: “Last year’s campaign has helped Butterkist achieve its highest ever brand share of 62%. On the back of this success we are re-running the TV ad with some slight amends to not only feature our iconic toffee popcorn but also show off our cinema sweet and recently launched milk chocolate coated toffee popcorn variants. We are also using advertising in women’s press for the first time to increase the impact and extend the reach of the campaign.
“Gratterpalm’s creative team has really grasped the essence of the brand and we have been really impressed by the whole set-up and approach of the agency.”
Rick Ward, Creative Director at Gratterpalm, said: “Butterkist is a brilliant brand for us to work with as it’s packed with personality and so well-loved. We hope this campaign will be the start of a number of exciting projects with Tangerine in 2011.”
The 30 second advert will be launched on 7th February 2011 where it will run nationally on Sky Movies, with spots around romantic films to tie in with Valentines Day. The press and digital campaigns will be launched on 24th February, alongside the introduction of the TV advert on Network, Daybreak (ITV Breakfast), ITV2, Five, Fiver US, E4, Sky 1, Sky 2, Dave, Alibi, Home, Watch, GOLD and Comedy Central.
Butterkist’s consumer, press and TV media is planned and bought by Boutique Communications in Leeds.
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