KP Snacks has announced a partnership between Butterkist and the upcoming musical film Wicked, including an on-pack promotion.

To mark the film’s release on 22 November, Butterkist will drive visibility with a limited-edition 180g Sweet pack, with Wicked-themed packaging highlighting the promotion.

The promotion will also run across Butterkist’s £1.25 price-marked pack (PMP) range of Sweet, Salted, Toffee and Sweet & Salty varieties, as well as Sweet (100g), Sweet & Salty (110g) and Salted (80g).

It offers shoppers 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.

Retailers star in KP’s latest social media campaign

Additionally, between now and 1 December 2024, retailers will automatically be entered into a prize draw to be in with a chance of winning one of 35 TV tech bundles when they buy cases of all four Butterkist £1.25 PMPs featuring the on-pack promotion.

Rachael Rayner, brand Manager at KP Snacks, said: “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. 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.”

The partnership will be supported by a digital media and out-of-home campaign, including influencer content and sampling events. It comes as Butterkist is the branded popcorn market leader, almost twice the size of its nearest competitor.

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