Ferrero brand Butterfinger has launched the latest version of its Butterfinger Investigators (BFI) campaign, extending the effort for the second year to build awareness around the upcoming Halloween holiday.
The latest edition of the campaign is inspired by crime detective shows and stars Amir Arison and Alexandria Benford again as wise-cracking detectives – Hugh Dunnit and Ali Byes. Their mission is to track down thieves that have stolen Butterfingers in these humorous new videos.
“For us, the strategy behind Butterfinger investigators really truly does remain the same, it is really about delivering an engaging and exciting world for our fans,” said Miguel Zorrilla, senior marketing director at Ferrero. “We want to make sure we are continuing to communicate the irresistibility of Butterfinger. People are passionate about Butterfinger, we are really showing the thieves committed to stealing Butterfinger and how the owners are committed to protecting it and keeping the content fresh, while sticking to the ‘Nobody better lay a finger on my Butterfinger’ tagline.”
https://www.youtube.com/watch?v=ufdSrjfJH88
Last year, the brand ran one BFI spot in September. This year, the company has extended the campaign to include two spots, which will run in September and November.
The campaign also includes the “Turn Yourself In” promotion, which calls on consumers to admit they have stolen a Butterfinger bar around Halloween for the chance to win $25,000. Consumers can enter online and this year, the brand allows people to upload a selfie with a mugshot style frame to their admission. These mugshots can be decorated with stickers and filters and shared on social media.
“We know leading up to Halloween as well as after Halloween, parents and family members tend to sneak and eat Halloween candy, whether it is candy that is around the house or out of a trick-or-treaters’ bag and this promotion is about turning yourself in after you have stolen that treat,” said Zorrilla. “Turn yourself in is an output of the Butterfinger Investigators campaign.”
Halloween is a critical time of year for candy sellers, and this campaign and sweepstakes offers Butterfinger a chance to reach new customers.
“This is the time of year that we are able to drive new recruits and extend the Butterfinger audience to new customers and new occasions,” said Zorrilla. “The creative and the programming that we have out during this time of year tend to be fun and mischievous, which fits with the fun of the Halloween season. It is the right moment to deliver this new storyline.”
