Chance to win a spellbinding holiday with Wicked For Good pack promotion
HOVIS has partnered up with Universal Pictures‘ Wicked: For Good with an exclusive on-pack promotion offering consumers a “Wicked Trip to Canada”.
The collaboration will roll out across Hovis’ Best of Both Medium Sliced and Best of Both Thick Sliced loaves, offering the shoppers the chance to win a family holiday for four to Canada. Further to this, there are also five runner up prizes up for grabs of official Wicked: For Good merchandise.
Landing in stores from 20 October, consumers can be in with the chance of winning by scanning the QR codes found on Best of Both packs. The competition is open until 31 December, giving retailers ample opportunity to drive up excitement and sales around the launch of the movie, which hits cinemas on 21 November, and into the Christmas period.
Hovis is set to support this on-pack activity with some additional marketing investment, including wider activations across social media and digital platforms, as well as through retail media with selected partners.
Social media activity will also include some Wicked: For Good inspired recipes and seasonal food ideas that embrace the film and its main characters to further drive consumer engagement.
Mark Brown, chief marketing officer at Hovis, said: “We know that tapping into significant cultural moments – such as major film launches – is key to engaging more shoppers with the Hovis brand.
“Our previous collaboration with Netflix’s ‘That Christmas’ on Hovis Best of Both generated over 30,000 competition entries, demonstrating the power of these pop culture activations. The ‘Wicked: For Good’ promotion provides retailers with an opportunity to capitalise on the buzz around the film and generate further sales in the category. Â
“This collaboration underscores Hovis’ ambition to continue supporting the core pre-packaged sliced bread category by bringing consumers and retailers additional value through exciting brand partnerships.”
