WCRS’s first work for Trebor Bassett’s Butterkist popcorn brand
breaks on national television on 18 April in a campaign worth pounds 3.6
The new work - marking Butterkist’s return to television after a
five-year break - aims to reposition Butterkist as a staple snack, as
well as boosting awareness of the brand.
It comprises five commercials which all feature a pair of practical
jokers constantly munching on big bags of Butterkist and causing havoc
wherever they go.
Their slapstick stunts, such as replacing golf balls with eggs and
shocking hairdressers by wearing a wig to the barber’s, reflect Danish
director Johan Gulbranson’s passion for off-the-wall humour.
The endline, ’the fun’s never done’, reinforces the sentiment that
Butterkist is at the heart of the fun, as the clowning pair merrily
force handfuls of the popcorn down each other’s throats.
The commercials were written and art directed by Alan MacCuish and
Darren Bailes of WCRS with production by Outsider.
’With this campaign, Butterkist should start to become an alternative to
crisps and peanuts, in a market that will heighten its potential
considerably,’ Stephen Woodford, managing director of WCRS, said.
The top and tail ads will run for a minimum of 12 weeks on all national
and satellite television, targeting 16- to 24-year-old adults with a
bias towards mothers and children. Media planning and buying is through
WCRS picked up the popcorn account last year following the brand’s
acquisition by Trebor Bassett in 1996