KP Snacks has announced the launch of a brand partnership for the UK’s number one popcorn brand, Butterkist, with Universal Pictures’ highly-anticipated film, Wicked.
In celebration of the release, Butterkist will drive visibility and excitement with the launch of a limited edition 180g Sweet popcorn sharing pack, with Wicked themed flash designs on sharing and PMP packs alongside an exciting on-pack promotion to further engage consumers.
Running until 31 December, the promotion offers consumers the chance to win a ‘Thrillifying adventure to London,’ with five prizes including a stay in a luxury London hotel, a potion-making experience, a makeover, a shopping spree worth £200 and a wizard-themed afternoon tea.
Due to be released exclusively in cinemas on 27 November, Wicked will see the stage musical phenomenon brought to life on the big screen. By partnering with Wicked, Butterkist will strengthen the association of 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 until 31 December, retailers will be automatically entered into the prize draw when they buy cases of all four Butterkist £1.25 pricemarked packs featuring the Wicked on-pack promotion.
Rachael Rayner, brand manager at KP Snacks, said: “Both iconic in their own right, we are delighted to be bringing together the UK’s most recognisable popcorn brand with the year’s most hotly anticipated film. 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.”
The partnership will be supported by a digital media and OOH campaign, including influencer content and sampling events.
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