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Popworks Bridget Jones: Mad About The Boy collab and on-pack promo

Bridget Jones: Mad About The Boy

Bridget Jones: Mad About The Boy

Andy Marino
By Andy MarinoFeb 11, 2025
Andy Marino
See Full Bio

To celebrate the release of Bridget Jones: Mad About The Boy, only in cinemas from 13February, PopWorks is kicking off its first ever* on-pack promotion. It is running from 27 January to 23March across its Sweet & Salty and Sweet BBQ flavour 85g sharing bags. To celebrate the cinema release, the promotion offers shoppers an amazing opportunity to win a luxury getaway; official movie merchandise and gift vouchers, making this an unmissable promotion for Bridget Jones fans.

The partnership taps into a massive fanbase, with 13 per cent (8.9 million) of the UK population identifying as Bridget Jones super fans. As one of the most beloved film franchises, this is the perfect opportunity to enhance PopWorks' brand relevance with shoppers and establish its place as the perfect accompaniment to a big night in.

From exclusive Bridget Jones-themed merchandise to gift vouchers, the promotion is set to drive purchase, encourage repeat buys and elevate the in-store experience. Notably, PopWorks' Sweet & Salty 85g bags already boast a strong repeat rate of 38 per cent, highlighting consumer loyalty and the potential to drive further engagement. Shoppers can enter the promotion by simply purchasing participating PopWorks share bags, scanning a QR code on the pack and registering to enter on the website.

“This partnership with Bridget Jones: Mad About The Boy is a match made in heaven, bringing together an iconic film franchise and the perfect snack for a cinema trip,” said Cynthia Finke, PopWorks Marketing Director at PepsiCo. “The on-pack promotion provides an opportunity for retailers to boost brand visibility and drive consumer engagement with a brand that’s making waves in the snacks category. With over 500 winning moments, the promotion encourages impulse and repeat purchases and enhances the shopping experience.”

In addition to the on-pack promotion, PopWorks is further supporting the campaign with PR, digital, and point-of-sale (POS) marketing to ensure the excitement around this partnership reaches a wide audience. PopWorks is hosting an exclusive pre-release screening of the film, driving reach and awareness through influencers on social channels, plus hardworking digital/social assets. The on-pack promotion will be available across grocery, wholesale and discounters in Sweet & Salty and Sweet BBQ sharing bags.

*UK and ROI

Pack size: The products mentioned are Sweet & Salty Sweet BBQ 85g Share bags

T&Cs

‡UK & ROI, 18+. Starts 09:00 27/01/25. Ends 20:59 23/03/25. Enter between 09:00 and 20:59 each day. Buy a promo pack, scan the QR code or visit the website, and log in or register for an account by entering your details and pack code starting with ‘BJ’ for a chance to win. Keep pack. 672 Instant Win Prizes to be won (1 per hour), including vouchers and merchandise. All participants automatically entered into Grand Prize Draw to win 1 x trip for 2 to the Cotswolds. Max 1 entry per person per day. Max 1 Instant Win Prize per person. See here for full T&Cs and Prize details.

bridget jonescinema releasecynthia finkeonpack promotionpepsicopopcornpopworks

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