KP Snacks has unveiled a partnership for its Butterkist popcorn brand with new movie, Wicked, which hits cinemas on 22 November.
To mark the film’s release, Butterkist has launched a new limited-edition 180g Sweet sharing pack. Furthermore, Wicked-themed flash designs appear on sharing and price-marked packs alongside an on-pack promotion.
Running until 31 December, the promo gives consumers the chance to win a ‘Thrillifying adventure to London,’ with five prizes up for grabs. These include a stay in a luxury London hotel, a potion-making experience, a makeover, a shopping spree worth £200 and a wizard-themed afternoon tea.
The competition runs across all of 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. It also appears on Sweet, Salted, Toffee and Sweet & Salty £1.25 PMPs.
An adaptation of the stage play of the same name, Wicked tells the origin story of the witches of Oz, long before Dorothy followed the Yellow Brick Road.
To incentivise retailers to get behind the partnership, KP is giving them the chance to win one of 35 TV tech bundles. Running from now until 31 December, retailers will be automatically entered into a prize draw when they buy cases of all four Butterkist £1.25 PMPs featuring the Wicked on-pack promotion.
The partnership will also be supported by a digital media and out-of-home campaign, including influencer content and sampling events.
