Local retailers have reported an uptick in their popcorn sales after taking part in a Butterkist promotion to celebrate the launch of the Wicked movie.
The promotion saw a number of shops across the UK undergo a store takeover, with new Wicked- and Butterkist-themed POS including a stock-holding arch, a Butterkist cauldron, shelf toppers, floor vinyls, dump bins and wobblers. Retailers also received cardboard cutouts of the film’s stars, Ariana Grande and Cynthia Erivo.
Sue Nithyanandan, from Costcutter Epsom, commented: “It was fantastic to work with KP Snacks on this activation, coinciding with the launch of the new Wicked movie. We have had really excellent feedback from our customers who were happy to see all the theatre in-store, especially with so much excitement surrounding the film. We’ve also seen a real uplift in popcorn sales as a result.”
An adaptation of the stage play of the same name, Wicked tells the origin story of the witches from The Wizard of Oz.
As part of its Wicked partnership, Butterkist is running an on-pack promotion across all Butterkist £1.25 PMPs and core sharing SKUs until 31 December. Featuring Wicked-themed packaging designs, the promo gives consumers the chance to win a “thrillifying adventure to London,” with five prizes up for grabs.
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.
