You’re drawn irresistibly into a tense dramatic cinematic moment and then, just as dramatically Butterkist breaks through the fourth wall. The brand’s trade-mark humour is delighting viewers again in the latest Go grab the Butterkist campaign by St Luke’s, in which Butterkist takes full ownership of movies, and will appear across VOD and social. Of course, the idea is to embed Butterkist in the movie night “ritual”.  

The campaign has launched in the UK with two films as well as social content.

The campaign also introduces a new travelling brand device, the Butterkist Red Sofa, that connects to the brand’s colours and many people will associate with movie night. The films feature the added dimension of the deep, booming voice of Redd Pepper aka, Mr Movie Trailer Man, as voice-over artist.

Rachael Rayner, brand manager at KP Snacks, stated, “We know that Butterkist is the nation’s favourite popcorn brand, and we are keen to reinforce the brand’s position as the must-have snack for movie nights in with family and friends. What better way to bring this to life than building on classic movie moments and the reactions of those enjoying it from their sofa with Butterkist.”

Richard Denney, joint chief creative officer at St Luke’s, commented, “When it comes to watching a movie at home with friends or family, the nation is full of plot second-guessers and running commentators. And when those memorable movie moments arrive, of course, you have to Go Grab the Butterkist—the nation’s favourite popcorn. After all, it’s all part of the experience.”

The campaign runs until 19 July across VOD with 20- and 10-second spots appearing on SKY+, Disney and ITV. Along with the hero films, St Luke’s has created several pieces of highly meme-able content, also associated with movies and Butterkist, which will run on TikTok and Meta.

Media is by Starcom.