In celebration of the release of Wicked, Butterkist is supporting retailers to drive footfall and sales with exciting in-store activations. The initiative will see a select number of convenience stores across the UK involved in a store takeover to engage local shoppers and drive awareness of the partnership, while delivering growth for the popcorn segment.
Each participating store has installed new Wicked and Butterkist themed POS, including an eye-catching stock-holding arch, a Butterkist cauldron, shelf toppers, floor vinyls, dump bins and wobblers. To grab shoppers’ attention, retailers have also received cardboard cutouts featuring A-list celebrities Ariana Grande and Cynthia Erivo, both stars of the film.
As part of the Wicked partnership, Butterkist is running an exciting on-pack promotion across all Butterkist £1.25 pricemarked packs and core sharing skus until 31 December. Featuring Wicked themed packaging designs, the promotion offers consumers the chance to win a ‘Thrillifying adventure’ to London with five prizes up for grabs.
Alongside this, KP is running a retailer incentive to celebrate the film’s release. Retailers who purchase cases of all four Butterkist £1.25 PMPs (Sweet, Salted, Toffee and Sweet & Salty) featuring the promotion will be in with the chance to win one of 35 TV tech bundles.
Stuart Graham, head of convenience and impulse at KP Snacks, says: “Perfectly timed to tap into the excitement around the movie launch, the store takeovers bring Butterkist into the spotlight. The eye-catching displays, theatre and POS aim to grab consumer attention and boost the retailer’s local profile and sales.”
Sue Nithyanandan, of the Costcutter Epsom in Surrey (store pictured above), said: “It was fantastic to work with KP Snacks on this activation. We’ve had really excellent feedback from our customers who were happy to see all the theatre, especially with so much excitement surrounding the film. We’ve also seen a real uplift in popcorn sales as a result.”
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