Butterkist links with new Spider-Man film for on-pack promotion
KP Snacks has launched an on-pack promotion for Butterkist, celebrating the release (on 17 December) of the new Sony Pictures film, Spider-Man: No Way Home.
The promotional packs feature images of Spider-Man and offer shoppers the opportunity to win one of five Sony tech bundles, which each include a Sony Bravia 65” smart TV, a Sony All-One Sound Bar, and Sony headphones.
Kevin McNair, marketing director at KP Snacks, says: “The new Butterkist promotion aims to capitalise on the growth of popcorn sharing occasions (+21%, Kantar). The promotion is perfectly positioned to disrupt shoppers, broaden Butterkist’s appeal and bring new shoppers to the category. Driving category penetration by focusing on the fun and excitement of a big theatrical release, a well-loved character and the opportunity to win big prizes, the campaign creates a valuable opportunity for retailers to drive growth in popcorn.”
Running until mid February, the promotion will be featured on sharing bags of Butterkist Tasty Sweet (100g), Deliciously Sweet & Salty (100g), Simply Salted (80g), and Crunchy Toffee popcorn (170g). The campaign will also run across these four top flavours in the £1 PMP format.
Popcorn is a £139.8 million category, growing at 6.1%, and Butterkist is worth £52.5 million and growing at 5.1% (Nielsen).
