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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Butterkist Turns Billboards into Giant Microwaves

27/04/2023
Advertising Agency
London, UK
210
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St Luke's turns outdoor sites into animated appliances for Butterkist microwave campaign

Independent creative agency St Luke's has created a disruptive campaign that turns outdoor sites into gigantic microwaves. The enormous, animated kitchen appliances will be popping up nationwide to remind people of the delicious Butterkist microwavable popcorn brand from KP snacks. 

The animated outdoor sites show the familiar popcorn bags rotating inside a microwave, almost ready to be taken out, warm and fragrant and ready for a weekend movie or night in front of the TV. The surprisingly huge microwave is accompanied by the line 'Go Grab the Butterkist'. 

The billboards feature familiar elements of a microwave and the count down time of 2.30 along with more entertaining settings, not usually found on kitchen appliances, including 'reheated debates', 'steamy dramas', 'grilled celebs' and 'comedy roasts', all a nod to warm snacks and popular TV shows. Along with these options, a dial shows the three Butterkist flavours - Sweet, Salty and Sweet & Salty. 

Ben Theobald , brand manger, Butterkist said, "We need to drive re-appraisal of Butterkist microwave popcorn as the perfect snack for unmissable home entertainment. What better way to remind people of this much-loved snack than placing GIANT microwaves with our microwave popcorn popping away and telling people to 'Go Grab the Butterkist'. We love the disruptive nature of the creative and hijacking a standard 48 sheet media format in a clever way."

Rich Denny, joins CCO, St Luke's said, "Steamy dramas, reheated debates or celebs grilled? Whatever unmissable entertainment you're watching, there's only one snack that will do - and that's the nations favourite popcorn. But why not make it hot? Go Grab the Butterkist!"

Launching on April 24th, the campaign will run for two weeks - appearing on 48-sheet outdoor sites in London (mainly railway hubs including Waterloo, Liverpool Street, St Pancras, Kings Cross London) Leeds, Manchester, Edinburgh, Milton Keynes, Newcastle, Glasgow, Luton, Gateshead, Derby and Dartford. 

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