BFI – Butterfinger Investigators

Hugh Dunnit and Ali Byes target Butterfinger thieves to ensure no one lays a finger on your Butterfinger. Piro conceived, wrote, directed and produced the Butterfinger BFI campaign for Fererro USA which launched on September 14 2020.

PROBLEM Being irrelevant in popular culture lead Butterfinger to experience double-digit sales declines. Over a decade earlier, they had success with a Bart Simpson campaign: “No one lays a finger on my Butterfinger”

STORY Capitalizing on cultural recall “No one lays a finger…” this Piro-written, and produced campaign introduced the Butterfinger Investigators (aka the BFI). Our story follows two detectives as they foil thieves attempting to steal Butterfinger. Our 3+ year campaign included TVCs, long-form webisodes, social content, retail, activations, partnerships, promotions, and a call center “Tips line”. 

RESULTS: In just one quarter, we achieved double-digit growth for the brand. Three years into the campaign, the work continued to deliver quarter-over-quarter growth.