Butterkist partnership with Wicked includes consumer and trade activity

KP Snacks has announced a brand partnership for Butterkist with the Universal Pictures film, Wicked, arriving in cinemas on 22 November.

In celebration of the release, the UK’s No.1 popcorn brand will drive visibility and excitement with the launch of a limited-edition 180g Sweet popcorn pack, with Wicked-themed designs on sharing and PMP packs alongside an on-pack promotion to further engage consumers.

Running until 31 December, the on-pack promotion offers consumers the chance to win a ‘Thrillifying adventure to London’ with 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.

It will run across all Butterkist’s Wicked-themed packs including the core sharing range featuring Sweet (100g), Sweet & Salty (110g) and Salted (80g), as well as the limited-edition 180g Sweet sharing bag. The promotion will also run on Butterkist £1.25 PMP SKUs: Sweet, Salted, Toffee and Sweet & Salty.

KP Snacks is also supporting retailers by launching a new incentive with 35 TV tech bundles up for grabs. Running until 31 December, retailers will be automatically entered into the prize draw when they buy cases of all four Butterkist £1.25 PMPs featuring the Wicked on-pack promotion.

Rachael Rayner, brand manager at KP Snacks, says: “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.”

The partnership will be further supported by a digital media and out-of-home campaign, including influencer content and sampling events.