A popcorn brand gets political and leans into the Downing Street 'partygate' saga

The KP Snacks brand drove a van billboard around London's Westminster

Published On
Jan 21, 2022
Butterkist: Here for the Drama

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As the "partygate" saga rumbles on in London, with speculation rife over whether Prime Minister Boris Johnson will have to resign over parties held in Downing Street during strict COVID lockdowns in 2020 and 2021, a popcorn brand leaned into the story by getting just a little bit political.

KP Snacks' Butterkist drove a van around London's Westminster yesterday, parking it next to Downing Street and the Houses of Parliament, emblazoned with a billboard of two people eating popcorn and looking riveted by something together with the words "Here for the Drama. Go grab the Butterkist." Packs of popcorn are also being handed out to journalists and policeman stationed at the gates of Downing Street.

It's part of an ongoing campaign by the brand encouraging people "Go Grab the Butterkist" when something unmissable is going on at home. The stunt is being amplified on social media through social posts referencing Butterkist being  "Here for the drama," including GIFs commenting on posts as news updates on the inquiry emerge from Downing Street.

The stunt was devised by creative agency St Luke's and brought to life by PR agency the Red Consultancy.

 

Butterkist: Here for the Drama

“The ongoing events at Number 10 has seen politics become pure spectacle," said Richard Denney, executive creative director at St Luke’s, in a statement. "The vast numbers of viral memes alone demonstrate the feelings of the nation. It’s a real spectating popcorn moment and what better way to watch this drama unfold than with a bag of Butterkist?”

Although cars are not allowed to drive into Downing Street itself, a number of brands in recent years have used its iconic gates for photo opportunity stunts; last year, John Lewis trolled Boris Johnson with a furniture van after stories emerged about his redecoration of 10 Downing Street and rumors that his wife Carrie was keen to get rid of "Theresa May's John Lewis furniture nightmare."

Butterkist: Here for the Drama

Meanwhile, more than five million people are reported to have watched a spoof video featuring actors from the BBC's "Line of Duty" drama made by political satirist group Led by Donkeys, in which police officers appear to be grilling Johnson about his parties.

 

Butterkist: Here for the Drama

Credits

Date
Jan 21, 2022
Client :
Butterkist
Agency :
St. Luke's
Executive Creative Director :
Richard Denney
Art Director :
Jordan Morris
Copywriter :
Danny Jones
Planning Director :
Emma Banks
Account Director :
Chloe Boothby
PR Agency :
Red Consultancy
Account Manager :
Georgia Thompson
Account Manager :
Matthew Newman
Senior Account Executive :
Holly Plat-Higgins
Associate Director :
Phyllida Dingle
Media :
Starcom
Account Manager :
Molly Newman

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