Case Study: Butterkist

The sector: Consumer

The industry: Food (Popcorn)

The challenge: Work with the incumbent PR agency to generate online engagement,  deliver page rank and increase online brand exposure.

With a limited budget and working alongside the account team, I was commissioned to produce and manage a campaign that would deliver on the agency’s KPIs. These included  supporting other service areas, such as advertising and in-store promotions, whilst generating online engagement to recruit new customers within an agreed period of time.

The plan: Launch an online strategy working with some of the UK’s most influential food bloggers and social influencers to generate and drive online conversations, increase brand exposure and also generate in-store purchases.

108 salted-caramel-popcorn-cookies

Working with my network of bloggers and social influencers a series of recipe ideas, incorporating Butterkist varieties were introduced; this activity was promoted through a series of social content, which was fed at key times to maximise response and click-throughs to the client’s website: throughout the campaign period. The campaign was also supported with online and offline media relations activity targeting trade and consumer channels.

The result: Improved page rank, increased social dominance and online brand engagement, with an increase in-store sales being reported.


Photo credit: @bySarahMostly