KP Snacks announces partnership with Universal Pictures’ Wicked: For Good

• Butterkist continues blockbuster partnership with the launch of a Dazzling new on-pack
• Universal Pictures’ Wicked: For Good arrives in cinemas November 21

KP Snacks announces the return of its hugely successful silver-screen partnership with Butterkist, the UK’s leading popcorn brand, and Universal Pictures’ epic conclusion to the global cinematic  Wicked phenomenon, Wicked: For Good.

Kicking off at the end of October, ahead of the film’s release, the partnership is designed to capture shopper attention, drive incremental sales, and maximise the brand’s long association with movies, tying into the biggest cinema event of this year.

All Butterkist core flavours will feature Wicked: For Good themed flash designs across sharing, microwave and PMP packs, including Sweet, Salted, Toffee and Sweet & Salty. The on-pack promotion offers consumers the chance to win a family trip to experience the Northern Lights, as well as hundreds of Wicked: For Good x Butterkist themed prizes, including branded popcorn buckets and water bottles.

Rachel Rayner, Brand Manager, KP Snacks, says: “We are delighted to be once again bringing together the UK’s favourite and most recognisable popcorn brand with the year’s most emotional, electrifying cinematic event. The 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: For Good.

“This partnership will help drive consumer excitement while generating demand, unlocking opportunities for retailers’ sales by giving shoppers more reasons to ‘go grab the Butterkist’.”

Synonymous with great entertainment and loved for its fun, flavour-packed taste, Butterkist is a staple of at-home sharing occasions such as Big Night In. Building on this strong consumer relevance, the brand is now worth £57m^[1]  and is the most popular branded popcorn product in the UK overall.

In Wicked: For Good, directed by Jon M. Chu, the final chapter of the untold story of the witches of Oz begins with Elphaba (Oscar^® nominee Cynthia Erivo) and Glinda (Oscar^® nominee Ariana Grande) estranged and living with the consequences of their choices. When a girl from Kansas comes crashing into their lives, they will need to come together one final time, and truly see each other, if they are to change themselves, and all of Oz, for good.