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For the first time in over a decade, Burts wanted to invest in an above-the-line advertising campaign to drive sales across the South West and beyond. With a huge influx of staycationers heading to the region this summer, there was a real opportunity to let tourists and residents know they were in Burts’ heartland.
The campaign, You’re So Burts it Hurts, reflects the brand’s authenticity and South West roots, paying tribute to the hardy Brits who embrace the great outdoors and the reward that follows. If you like your weekends with a bit more bite, and your crisps as rugged as your accommodation… You’re So Burts it Hurts.
For the campaign to be as genuine as Burts’ brand, we sourced exclusively South-West talent, and the one day location shoot took place against the salt-sprayed backdrop of the Atlantic Ocean in one of Devon’s biggest tourist destinations, Woolacombe.
You’re So Burts it Hurts is running across digital on programmatic and Burts social platforms. OOH activity includes a mix of large format digital 48 screens, 6 sheets and interior screens at select services Southbound on the M5 and routes into the South West, to target holidaymakers, as well as 6 sheets and large format 48 sheets across the South West.
Dave McNulty, Managing Director at Burts Snacks Ltd, says: “This is Burts first major advertising campaign in over 10 years and it had to be an honest reflection of the brand. We’re beyond thrilled with what the team at Bray Leino have delivered, showcasing Burts as the perfect reward after a day in the great outdoors.”
To learn how we can drive success for your food & drink brand, contact Sharzeen Aman, New Business Manager.