Springetts has been appointed to create an identity, packaging and range structure for popcorn brand Butterkist, as it seeks to extend its appeal to the broader snacking market.
The job is believed to be worth a five-figure fee to the consultancy, and the rebranded packaging is due to hit the shelf in September.
Consumers currently regard the brand, which is managed by Cadbury Schweppes subsidiary Monkhill, in the context of movie-viewing at home. The main challenge is to reverse this perception and give the brand a wider appeal, says Butterkist managing director Andy Black.
‘We’ve been given carte blanche to review every element of the design and play the visionaries for scoping potential brand extensions,’ he says. ‘The reference to movies is on the back of the pack and it’s become a self-fulfilling prophecy. The front is largely generic and is not really saying anything. The packs are very passive and [creating] stand-out on shelf will be an issue. The packaging doesn’t grab your attention at present,’ Black adds.
The new positioning for Butterkist is about ultimately being able to challenge mainstream snack brands like Walkers, Pringles and Doritos, says Monkhill marketing controller Adrian Precious.
The consultancy was appointed following an informal credentials pitch involving two other consultancies in March. Black is leading the project creatively with Springetts senior group head Chris Howarth.