Campaign Spotlight

Campaign Spotlight: KP launches new campaign for Butterkist Popcorn

LONDON, UK — KP Snacks is launching 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.

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

The ads, directed by multi-award-winning photographer and filmmaker Emily Stein features her trademark bright colours and lighting; with an 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 are 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.



Advertiser: KP Snacks

Brand: Butterkist

KP Snacks: Kevin McNair, Marketing Director

Ilan Arkin, Marketing Controller

Brian McMonagle – Senior Brand Manager

Katie Hill – Brand Manager

Campaign Title: “Go Grab The Butterkist”

Creative Agency: St. Luke’s

Executive Creative Director: Richard Denney

Art Director: Laura Stevens

Alexandria Bailey

Copywriter: Claire Wombwell

Joaquin Olascoaga

Agency Producers: Anna-Marie Mennecier and Joel Campbell

Chief Strategy Officer: Dan Hulse

Strategy Director: Emma Banks

Business Director: Rosie Gilligan

Account Director: Chloe Boothby

Account Executive: Hettie Shirtcliffe

Photographer: Emily Stein/Wyatt Clark and Jones)

Voiceover: Adam Brown/ London Voice Boutique

Media Planning/Buying: Starcom

Campaign End: 22 December 2021

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