Popcorn promo is gonna be popular
POPCORN brand Butterkist has a magical new partnership with Universal Pictures to celebrate the release of the highly-anticipated film musical Wicked.
To mark the film’s release – set to hit cinemas on 22 November in the UK – Butterkist will drive up visibility and excitement for consumers with the launch of new limited edition 180g Sweet popcorn sharing pack, with Wicked themed designs across the pack.
Further to this, the brand’s entire popcorn range will see similar Wicked themed flash designs across its variants to help drive up excitement. This includes the Butterkist Sweet, Butterkist Salted, Butterkist Toffee and Butterkist Sweet & Salty £1.25 PMP packs.
Further to the on-pack promotion, consumers will be in with the chance to win a “thrillifying” weekend to London for them and a friend
Running until 31 December, there are five prizes up for grabs 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.
KP Snacks, parent company of Butterkist, is also out to support retailers as part of the promotion as well. Running from 1 October to 31 December, retailers will automatically be entered into a prize draw to win one of 35 TV tech bundles when they buy cases of all four Butterkist £1.25 PMP Wicked packs.
The partnership will also be supported by a digital media and OOH campaign including influencer content and sampling events, helping to bolster the Butterkist brand presence alongside the release of the movie.
Racheal Rayner, brand manager at 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.”
