KP launches new campaign for Butterkist popcorn by St Luke’s

Butterkist Gossip Orange Choc St Luke's - mediashotz

KP Snacks has launched a vibrant online advertising campaign for its Butterkist brand which will run through until Christmas.

Capturing the unmissable family and friends moments that you’ve got to share with a bag of Butterkist popcorn.

Butterkist first work

This is the first work by St. Luke’s since being appointed as the brand’s lead creative agency in August. 

St. Luke’s has been briefed to develop a new brand creative platform and creation of all communications to help bring to life Butterkist’s core products and NPDs.

The new campaign features vignettes of people getting together reacting to different moments: whether celebrity gossip just dropped, a tense sports moment, tv drama or even a new music release – and excitedly realise they need to “Go Grab The Butterkist”.

Directed by multi-award-winning photographer and filmmaker Emily Stein, the ads feature her trade-mark bright colours and lighting; with energetic voice-over by Adam Brown, actor and comedian.

The campaign will appear on online video and social media: Instagram, Facebook, TikTok, Vevo and YouTube from 10 November until 22 December. 

During the campaign run, tactical gifs and social media posts will be produced spontaneously reacting to live media events. Media planning and buying is through Starcom.

The campaign also includes a Christmas variant: “Tis the season of Christmas Specials” to be released 17 November.

Butterkist has been a firm family favourite for decades and is set to expand beyond their sweet and salty classics, with unexpected popcorn innovations.  

The campaign highlights a new flavour Orange Chocolate Toffee popcorn alongside Sweet and Salty flavour popcorn.

Ilan Arkin, Marketing Controller, said: “We’re excited to launch the new ‘Go Grab The Butterkist’ campaign, which puts the brand at the centre of unmissable entertainment.

“We wanted to capture the sociability of Butterkist as the shareable snack to enjoy for popcorn-worthy moments anytime.”

Richard Denny, Executive Creative Director at St Luke’s added: “There’s nothing better than tearing open a bag of popcorn knowing you’re about to enjoy some unmissable entertainment. 

“As the nation’s favourite, Butterkist has been at the heart of these moments for many years and our ‘Go Grab The Butterkist’ campaign aims to own all those sharable times.”

St Luke’s was appointed by KP Snacks to handle its Butterkist brand in August 2021. It was appointed to handle Tyrells, Popchips and KP brands in May 2019.