When leading popcorn brand Butterkist asked us to add some passion to their PR our hearts started pounding.
We decided that our campaign would capitalise on popcorn’s association with cinema going and so we created a news hook around one of the biggest cinema going occasions of the year – Valentine’s Day.
In the lead up to the big day we commissioned a survey to reveal the country’s all time favourite film kisses. Patrick Swayze and Jennifer Grey’s classic clinch in the 1980’s film Dirty Dancing came out as the top screen smooch.
We teamed up with Dr Linda Papadopoulos, relationship coach to the stars, to run a series of live radio interviews in the week before Valentine’s. The combination of a quirky story and Linda’s kissing and relationship tips was a real winner with radio stations across the land. This was supported with a news release issued to regional and national press and key women’s titles. A regional breakdown of the survey results ensured that we had the essential local angle for many of our target papers.
Our campaign certainly got journalists’ pulses racing. We secured 62 radio interviews spread across the country. In total the campaign generated 16.5 million opportunities to see and £250,500 worth of PR value.