Popcorn brand sponsors Channel 4 movies
KP Snacks has announced a new partnership between its popcorn brand Butterkist and Channel 4 across its film programming.
The partnership, set to run until 5 January 2025, will aim to bring families together through the movie night snack.
Coming in time for Halloween and set to last until after Christmas, KP reckons the partnership will help to drive up awareness for the brand for the perfect movie night in.
Angus Mitchell, customer and commercial leader at Channel 4, said: “Film across C4 is the perfect environment for Butterkist, and we are really excited to be collaborating with them on this contextual partnership, the series of bespoke adverts tailored to different film genres helps to deepen their connection to film and shared moments.”
Butterkist will feature prominently across Channel 4’s film premiere programming as well as video on demand across four different five second TVC blips and one 10 second ident that will incorporate popcorn into various movie genres and scenes.
For example, in one clip two pieces of Butterkist popcorn are shown together in a romantic moment while, in another, a horror scene results in a popcorn jump scare reaction.
With this in mind, retailer are urged to stock up on the Butterkist range to make the most out of this partnership, especially as the colder weather rolls in and the appeal of a movie night in on the couch is too hard to resist for consumers.
Rachael Rayner, brand manager at KP Snacks, said: “Movie nights and Butterkist are the perfect partners, and we are delighted to be working with Channel 4 to bring this to life.
“Synonymous with great entertainment, Butterkist deliver fun and flavour, performing particularly well within at-home sharing occasions.
“As the clear market leader, Butterkist is perfectly positioned to reinforce the association of popcorn with movies and continue driving category growth.”
