Hovis is partnering with Universal Pictures upcoming ‘Wicked: For Good’ movie for an exclusive on-pack promotion.
The collaboration will see the rollout of promotional packs of Hovis Best of Both Medium Sliced and Hovis Best of Both Thick Sliced, offering shoppers the chance to win a family holiday to Canada. Wicked: For Good arrives in cinemas on 21st November.
Available in stores from 20th October to 31st December, the promotional packs offer consumers the chance to win an exclusive holiday to Canada for four people, along with five runner-up prizes of official Wicked: For Good merchandise. Shoppers can enter the competition through a QR code featured on the packaging.
Mark Brown, Chief Marketing Officer at Hovis, commented: “We know that tapping into significant cultural moments – such as major film launches – is key to engaging more shoppers with the Hovis brand. Our previous collaboration with Netflix’s ‘That Christmas’ on Hovis Best of Both generated over 30,000 competition entries, demonstrating the power of these pop culture activations. The ‘Wicked: For Good’ promotion provides retailers with an opportunity to capitalise on the buzz around the film and generate further sales in the category.
“This collaboration underscores Hovis’ ambition to continue supporting the core pre-packaged sliced bread category by bringing consumers and retailers additional value through exciting brand partnerships.”
The Hovis Best of Both Wicked: For Good promotional packs will be available across Tesco, Morrisons, and Waitrose, as well as independent convenience retailers and through wholesale channels. Hovis is supporting the on-pack activity with additional marketing investment, including wider activation across social and digital platforms, as well as through retail media with selected partners. Social media activity will feature Wicked: For Good-inspired recipes and seasonal food ideas that embrace the film and its main characters to further drive consumer engagement.
