The integrated campaign, created by Gratterpalm for the Tangerine Confectionery-owned popcorn brand, rolls out on 24 February.
It will centre on the strapline "You can’t resist Butterkist" and includes press ads, mailings and point-of-sale material.
Butterkist will also be re-running last year’s 30-second TV ad from 7 February on Sky Movies, amended to promote the milk chocolate and cinema sweet flavours. It rolls out across other TV channels from 24 February.
Tangerine Confectionery’s other brands include Barratt Sweets and Princess Marshmallows.