Burts Potato Chips is looking to celebrate ‘real men’ with the launch of new campaign Do It Right.

Members of the public are encouraged to nominate the man in their life than ‘does it right’, whether that be cooking a fry-up, catching a fish, growing a moustache, or knitting a pair of pink mittens.

Entry to the competition is via Facebook, Twitter, Instagram and a new brand website, while winners announced each week will receive a month’s supply of crisps. For every nomination received, Burts will make a contribution to ‘It’s in the Bag’, a testicular cancer fundraising organization in the South West.

While planning the campaign, Burts carried out a survey of 1,021 men aged 18 to 65 to establish how men ‘do it right’. They found three quarters of men thought a real man would always try to avoid getting in a fight by talking to defuse the situation - while 55% said courage was a quality they would associate with a real man, against 52% for intelligence.

The most desired achievement of a typical man in his 20s was finding his own personal style. 40-something blokes wanted to grow their own vegetables, while chaps in their 60s said they wanted to be able to carve a Sunday roast.

The campaign is being supported by PR, sampling, and POS. During August and September, the brand is challenging on and off-trade customers to create the most original and eye-catching product display – with the creator of the best one winning a two-night break to Devon.

“By significantly investing in our brand through our consumer competition and supporting our trade customers at all levels, we hope to strengthen awareness of the Burts offering, grow the brand through purchase and continue to drive the premium end of the snack market through taste and innovation,” said sales and marketing director Simon Knight.

“Burts stand for honest, confident and hardworking men who are proud to be themselves. We therefore want to champion the everyday attributes of what makes ‘a real man’ by encouraging them to take pride in being a man and do it right in everything they do.”

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