KP Snacks announces partnership with Universal Pictures’ Wicked movie

KP Snacks has revealed the launch of a brand partnership for the UK’s number-one popcorn brand, Butterkist, with Universal Pictures’ highly-anticipated film, Wicked, arriving in cinemas on 22 November.

In celebration of the release, Butterkist will drive visibility and excitement with the launch of a limited edition 180g Sweet popcorn sharing pack, with Wicked-themed flash designs on sharing and PMPs alongside an exciting 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, catering to Big Night In occasions and engaging consumers with a full design takeover. The promotion will also run across popular Butterkist £1.25 PMP SKUs: Sweet, Salted, Toffee and Sweet & Salty.

Due to be released exclusively in cinemas on November 22 in the UK, Wicked will see the stage musical phenomenon brought to life on the big screen. By partnering with Wicked, Butterkist will strengthen the association of popcorn and film and increase brand relevance and penetration. The film and its star-studded cast look set to leverage and grow the musical’s existing fanbase.

KP Snacks is also supporting retailers by launching a new incentive with 35 TV tech bundles up for grabs. Running from 1 October to 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.

“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," said Brand Manager Rachael Rayner. "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.”

Worth nearly £160m, the Popcorn category has significant growth potential due to its strong credentials within popular culture and its perception as a more permissible snack at a time when consumers are increasingly health-conscious. As the clear market leader at nearly twice the size of the nearest branded competitor, Butterkist is perfectly positioned to reinforce the association of popcorn with movies and continue driving category growth. Synonymous with great entertainment, Butterkist popcorn delivers fun and flavour, performing particularly well within at-home Sharing occasions such as Big Night In.

The partnership will also be supported by a digital media and OOH campaign, including influencer content and sampling events, bolstering brand presence and awareness.