KP Snacks announces Butterkist film partnership with Channel 4

KP Snacks has announced that its popcorn brand, Butterkist, has launched a new partnership with Channel 4 across their film programming.

The partnership, which runs until 5 January 2025, brings together the ultimate movie night snack and in-home movie entertainment on one of the UK’s leading television channels.

As part of the partnership, Butterkist will feature prominently across Channel 4’s film premiere programming and video on demand. Four different 5 second TVC Blips & one 10 second ident cleverly integrate popcorn into various movie genres and scenes. In one blip, two pieces of Butterkist popcorn are shown together in a romantic moment while, in another, a horror scene results in a funny popcorn jump scare reaction.

“Movie nights and Butterkist are the perfect partners, and we are delighted to be working with Channel 4 to bring this to life,” said Brand Manager Rachael Rayner. “Synonymous with great entertainment, Butterkist delivers fun and flavour, performing particularly well within at-home sharing occasions. As the clear market leader, Butterkist is perfectly positioned to reinforce the association of popcorn with movies and continue driving category growth”.

Angus Mitchell, Customer and Commercial Leader, Channel 4, said: “Film across C4 is the perfect environment for Butterkist, and we are really excited to be collaborating with them on this contextual partnership, the series of bespoke adverts tailored to different film genres helps to deepen their connection to film and shared moments.”

Available in multiple flavours and formats, Butterkist is the perfect accompaniment for any sharing occasion whether this be for a home movie marathon or as a sweet treat. It is worth £56.3m growing at 5.3 per cent, and is one of KP Snacks most popular brands, dominating the popcorn category. At nearly twice as large as its nearest branded competitor, Butterkist enjoys a 35.4 per cent market share.