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.

IDEA Butterfinger bars are so steal-worthy that there’s an investigative unit to prevent people from laying a finger on your Butterfinger.

STORY Our campaign introduced the Butterfinger Investigators (aka the BFI) and our story follows two of its detectives as they foil thieves attempting to commit Butterfinger theft. 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. Now in Year Three of the campaign, the work continues to deliver growth quarter over quarter.