KP Snacks’ on-pack promotion marks Butterkist partnership with Wicked

KP Snacks has announced the return of its silver-screen partnership between Butterkist and Universal Pictures’ conclusion to the global cinematic Wicked phenomenon, Wicked: For Good.

Kicking off at the end of October, ahead of the film’s release on 21 November, the partnership is designed to capture shopper attention, drive incremental sales, and maximise the brand’s long association with movies.

All Butterkist core flavours will feature Wicked: For Good themed flash designs across sharing, microwave and PMP packs, including Sweet, Salted, Toffee and Sweet & Salty.

An on-pack promotion offers consumers the chance to win a family trip to experience the Northern Lights, as well as hundreds of Wicked: For Good and Butterkist themed prizes, including branded popcorn buckets and water bottles.

Rachel Rayner, brand manager at KP Snacks, says: “We are delighted to be once again bringing together the UK’s favourite and most recognisable popcorn brand with the year’s most emotional, electrifying cinematic event.

“The 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: For Good.

“This partnership will help drive consumer excitement while generating demand, unlocking opportunities for retailers’ sales by giving shoppers more reasons to ‘go grab the Butterkist’.”

Butterkist is now worth £57 million (Nielsen) and is the most popular branded popcorn product in the UK overall.