MEDIA CHOICE: Glen Mutel, a Campaign reporter, picks Butterkist's bid to target couch potatos

"With most cinemas selling their own popcorn brands these days, Trebor Bassett needed to search for new avenues for its Butterkist brand. The most obvious alternative to the big screen is the small one, and these ad sites, which appear within The Daily Mirror's TV listings, forge the link between Butterkist and television viewing extremely well.

"The creative features a cartoon family of TV addicts called the Butterkists, which work well in the wake of The Osbournes. The ads are executed with economy and charm and their unique positioning means they will become part of every Mirror-reading couch potato's daily routine.

"Accompanied by the endline 'watch TV, eat Butterkist' this campaign is a good example of medium and message working in harmony."

Client: Trebor Bassett

Medium: Ad sites in The Daily Mirror's TV listing column

Media planning and buying: Danny Lloyd at Carat

Creative: Michaelides & Bednash/Idle Industries

Brief: Extend the popcorn brand's popularity beyond cinemas by linking

it to TV viewing