The advert will play on the strap line ‘I can’t resist Butterkist’ and will air across major national channels including ITV1 and digital channels, from the 24th February 2011 for five weeks.

The ads retain the catchy ‘I can’t resist Butterkist’ theme tune that had consumers humming along in 2010, while the likeable main character, his girlfriend, and friends and family are shown enjoying the UK’s best-selling popcorn in a range of snacking occasions, such as at work and even in the bath. New for 2011, the ads now feature the new gourmet variety – Butterkist Toffee Popcorn coated with Milk Chocolate and the popular Cinema Sweet.

The ads will be supported by a national consumer press campaign, with titles including Closer, Heat, Hello! and OK! Magazine.

Sarah Brown, Butterkist brand manager at Tangerine Confectionery, said: “Butterkist saw good growth in 2010 and this second wave of advertising will further strengthen the brand’s position as the UK’s favourite popcorn.

“Although Butterkist has been a household name for many years now, this campaign will remind current and lapsed consumers how great it is, whilst appealing to younger consumers and encouraging them to try it. Our advice to the trade is to stock up now in preparation!”

With over 62 per cent share of the UK popcorn market* and a household favourite for over 20 years Butterkist is the ‘one-stop-shop’ popcorn brand that offers a comprehensive range, from lines such as gourmet Milk Chocolate coated toffee popcorn, Pecan and Almond toffee popcorn, Salted, Cinema Sweet style, Toffee and Toffee Light to Microwave. Butterkist is available in a variety of formats including single, sharing and multipack bags and tubs.

You won’t be able to resist the all new Butterkist Toffee Popcorn Clusters with Pecan and Almonds and Butterkist Toffee Popcorn coated with Thick Milk Chocolate – the ‘rolls royce’ of popcorn.

With an ultra posh new look, the new gourmet range is for those who enjoy the finer things in life. Kick back and enjoy the perfect treat for a chic night in with the girls or a sophisticated evening watching a film (preferably a posh one) with your other half. This posh popcorn provides a moment of pure indulgence when you’re having some much needed me-time, so when it all gets a bit hectic in life, indulge in this ultimate new snacking treat. It’s simply irresistible!

Indulgent recommendations:

• Settle down in front of a high brow film and discuss the meaning behind the storyline with a mouthful of delicious Butterkist Toffee Popcorn coated with Thick Milk Chocolate
• Layer your Butterkist Toffee Popcorn Clusters with Pecan and Almonds onto a moorish banoffee pie – decadent, darling!
• Eat the treat while soaking in a bath full of luxurious bubbles. Light scented candles for extra special luxury time (you’ll give Victoria Beckham a run for her money at this rate)
• Grab your favourite novel, don a pair of pearls (it just feels better) and munch on your posh popcorn. You deserve it!
• Take a bag into the office to share with colleagues and establish your posh credentials. You’re a lady, not a tramp after all

Warning: before you know it you’ll be saying tally ho, yah, divine, sublime and ‘pip pip’ all the time.

Microwave Butter Popcorn

If you can contain yourself for a whole one minute and thirty seconds, you can create your own Butterkist sensation at home with our delicious packs of Microwave Popcorn.

Microwave Salt Popcorn

If you can contain yourself for a whole one minute and thirty seconds, you can create your own Butterkist sensation at home with our delicious packs of Microwave Popcorn.

Microwave Sweet Popcorn

If you can contain yourself for a whole one minute and thirty seconds, you can create your own Butterkist sensation at home with our delicious packs of Microwave Popcorn.

Cinema Sweet

For the freshest popcorn taste whenever you’re watching your favourite films with friends, it has to be Cinema Sweet all the way! It mirrors the sweet flavour of the movie theatres to give you a more authentically irresistible flavour.

Toffee Light Popcorn

At only 122 calories per bag, Toffee Light satisfies your sweet tooth without the guilty feeling. It’s the perfect size to keep in your snack drawer and, with only 2g of fat; you can indulge the naughty devil on your shoulder telling you to tuck in.

Toffee Popcorn

With its tantalising taste sensation, it’s not surprising Toffee Butterkist is the UK’s best selling popcorn. It comes in handy re-sealable tubs, sharing bags and snack bags so you can get your Toffee Butterkist fix on the go!

Butterkist has long been a household name across the country, but this was the first time in 10 years that the family favourite had appeared on the nation’s tellies.

The advert, which was based around the strapline ‘I can’t resist Butterkist’, was aired across major national channels including ITV1 and digital channels, in February 2010. Butterkist staff were given the chance to get their 15 minutes of fame when they were asked to be extras in the ad.

The aim of the TV campaign was to show that Butterkist is not only the perfect ‘movie snack’ but it’s also a great ‘anytime snack’. It demonstrates that Butterkist is a fun, irresistibly tasty snack, whenever you eat it. We all love munching on a bag of Butterkist in front of the telly and while watching a film, but the TV ad shows a group of people who all love it so much, they eat it whenever, and wherever, they can.