Returning to screens and billboards this autumn, KP Snacks is investing £2m behind Butterkist.

Designed to tap into the key Christmas sales period, the outdoor advertisement will carry the strapline ‘Get things popping’, and will run until the end of next month.

Kevin McNair, marketing director at KP Snacks, said that 79% of consumers snack at home, with the big night in segment growing at 10.3% year on year.

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A further 45% of consumers say snacks are a must-have for an evening in, making a dedicated big night in fixture essential for retailers wanting to drive sales in the run-up to Christmas.

“We know popcorn has the ability to be one of the most incremental segments of the crisps, snacks and nuts category as it is often an additional purchase. This campaign aims to position Butterkist at the top of consumer’s minds so they are reminded of this snacking option and choose to purchase Butterkist as part of their shop, driving both the popcorn and overall snacks category,” he added.