KP Snacks is continuing its partnership with the film Wicked with in-store activations through Butterkist.

The initiative sees a select number of convenience stores across the UK get a store takeover to drive awareness and excitement.

Each participating store has installed Wicked and Butterkist-themed PoS, including a stock-holding arch, a branded cauldron, floor vinyls, dump bins and wobblers. They have also received cardboard cut-outs of the film’s two lead characters, portrayed by Cynthia Erivo and Ariana Grande.

Butterkist launches Wicked on-pack promo to mark new film release

Stuart Graham, head of convenience and impulse at KP Snacks, said: “Perfectly timed to tap into the excitement around the movie launch, the store takeovers bring Butterkist —a brand known for being synonymous with movie occasions, into the spotlight. The eye-catching displays, theatre and PoS aim to grab consumer attention and boost the retailer’s local profile and sales.”

Retailer Sue Nithyanandan of Costcutter Epsom in Surrey, added: “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.”

Wicked has been a major box-office success, with the biggest opening weekend in the UK this year.

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