KP Snacks has confirmed a new partnership between its Butterkist popcorn brand and Channel 4, running until 5 January 2025.

The collaboration will see Butterkist feature across Channel 4’s film premieres and video-on-demand content, promoting the brand as the ideal snack for movie nights.

The campaign includes a series of five-second TV adverts and a 10-second ident, showcasing Butterkist popcorn in various movie-themed scenes.

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These playful ads aim to link Butterkist with the enjoyment of watching films at home.

Rachael Rayner, brand manager at KP Snacks, said: “Movie nights and Butterkist are a natural fit, and we’re excited to work with Channel 4 to highlight this connection.”

Butterkist remains a leading brand in the UK popcorn market, holding a 35.4% market share and growing by 5.3%.

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