The new television ad campaign, created by Mustoes, will appeal to families with the strapline "Kids love it". The children are shown screaming and wailing, while the voiceover promotes overseas exotic destinations.
The strategy has been devised after research revealed that the majority of holidaymakers said the reason they visited Butlins was because the kids loved it.
Damian Horner, director at Mustoes, said: "We wanted a creative that not only made you think about the brand, but that challenged the way a family holiday is chosen. Sure Tuscany and the Med is a great break, but if you asked the kids, would they really agree?"
The television spot will break on December 26 and the concept will be extended through magazine ads, direct mail, inserts, door-drops, brochures and online activity.
Butlins is also introducing a new corporate identity for the family breaks product, created by London agency Unreal in conjunction with Mustoes.
Ruth Connor, sales and marketing director of Butlins, said: "Butlins is fantastic for kids and, therefore, you achieve real leisure time and get some time to relax too.
"The campaign will make people think differently about their holiday choice, whether it be for their summer holiday or short breaks throughout the year."
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