KP Snacks has announced the return of the partnership between its Butterkist popcorn brand and Universal Pictures’ Wicked movie.
Kicking off at the end of October, ahead of the release of part two of the film, Wicked: For Good, the tie-up is designed to capture shopper attention, drive incremental sales, and maximise the brand’s long association with movies.
All Butterkist core flavours will feature Wicked: For Good themed flash designs across sharing, microwave and PMP packs, including Sweet, Salted, Toffee and Sweet & Salty. The on-pack promotion offers consumers the chance to win a family trip to experience the Northern Lights, as well as hundreds of Wicked: For Good x Butterkist themed prizes, including branded popcorn buckets and water bottles.
Rachel Rayner, Brand Manager, KP Snacks, commented: “We are delighted to be once again bringing together the UK’s favourite and most recognisable popcorn brand with the year’s most emotional, electrifying cinematic event. The partnership has been designed to drive shoppers to the category by reigniting the connection between popcorn and movies while capitalising on the excitement around the release of Wicked: For Good.
“This partnership will help drive consumer excitement while generating demand, unlocking opportunities for retailers’ sales by giving shoppers more reasons to ‘go grab the Butterkist’.”
