Cadbury Schweppes division Monkhill Confectionery is to take over sales and marketing of Butterkist popcorn and appoint a marketing chief to oversee the brand.
Butterkist, which is associated with cinema-going, is distributed by Monkhill’s larger sister company Cadbury Trebor Bassett (CTB), but this is due to switch to Monkhill in January.
Monkhill managing director Graham Mosey says the decision was taken because Butterkist has been “down on CTB’s list of priorities” and it was felt that his company would pay greater attention to the brand. Monkhill already manufactures Butterkist from its factory in Pontefract.
The move is likely to mean the end of WCRS’ work on the business. Mosey may appoint Monkhill advertising agency Outside the Box to the Butterkist account.
“We are reviewing our options,” he says.
“It’s a brand that is well known to consumers, but has been neglected of late,” he adds.
Outside the Box has created a TV ad for Monkhill’s miniature confectionery range JoJos that is this week running on Nickelodeon to capitalise on the school half-term break.