ConAgra Foods is to revitalise the Parkay “Talking Tub” butter brand in local supermarkets and TV advertising this summer.

Parkay will unveil a new “Talking Tub” that interacts with shoppers from supermarket shelves with custom audio devices, spreading news about the brand and touting its longstanding tagline, “The flavor says ‘butter'”. The new Parkay “Talking Tubs” are expected to chat to about 500 million shoppers nationwide from 15 July to 11 August.

“Since 1973… Parkay’s “Talking Tub”, [has been] a cultural icon featured in print and TV advertising,” insisted Rich Scalise, president and COO of the Dairy Foods Group of ConAgra: “Bringing this icon to life demonstrates our commitment to bringing excitement and innovation to the spreads category.”

To support the revival, Parkay will launch an integrated marketing program with national tactics including an advertising campaign, free standing insert, instant win game and in-store audio devices.