KP Snacks has launched a partnership for its Butterkist popcorn brand with Universal Pictures’ upcoming film, Wicked.
In celebration of the release, Butterkist will drive visibility with the launch of a limited edition 180g Sweet popcorn sharing pack, with Wicked-themed flash designs on sharing and PMP packs alongside an on-pack promotion.
Running until 31 December, the on-pack promotion offers consumers the chance to win a “Thrillifying adventure to London” with five prizes up for grabs.
Due to be released in cinemas on 22nd November in the UK, Wicked will see the stage musical brought to life on the big screen. By partnering with Wicked, Butterkist is aiming to strengthen the association between popcorn and film and increase brand relevance and penetration.
KP Snacks is also supporting retailers by launching a new incentive with 35 TV tech bundles up for grabs. Running from 1 October to 31 December, retailers will be automatically entered into the prize draw when they buy cases of all four Butterkist £1.25 PMPs featuring the Wicked on-pack promotion.
Rachael Rayner, Brand Manager, KP Snacks, said: “Both iconic in their own right, we are delighted to be bringing together the UK’s favourite and most recognisable popcorn brand with the year’s most hotly anticipated film. The new 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.
“With both an on-pack promotion for consumers and an exciting incentive for retailers, we are well-positioned to generate new demand and drive engagement.”
The partnership will also be supported by a digital media and OOH campaign, including influencer content and sampling events, bolstering brand presence and awareness.
