Walkers Snacks is teaming up with Warner Brothers to celebrate the release of the highly anticipated A Minecraft Movie, launching an on-pack promotion* and limited-edition A Minecraft Movie themed packaging across its Wotsits, Quavers and Monster Munch brands. Running from 24th March, the activity will offer shoppers the chance to win prizes including A Minecraft Movie cinema tickets, hoodies, t-shirts and backpacks every hour between 6am and midnight. Those who purchase a qualifying pack and enter the promotion will automatically be added into a grand prize draw. This will give entrants the chance to win a trip for two to Hollywood – including a tour of the Warner Brothers Studios in Hollywood.
The epic partnership and prize giveaway is set to support retailers in engaging a wide range of shoppers, to drive sales in their savoury snacks aisles. It follows two successful collaborations between Walkers Snacks and the Ghostbusters franchise in recent years, which have seen the brand consistently bring shared excitement to movie moments. The partnership with A Minecraft Movie aims to build on this momentum, spanning a variety of SKUs and formats, from price-marked, to sharing, grab bags and multipacks. This will help retailers tap into, and add purchase incentives, to savoury snacking occasions. Walkers Snacks is strongly placed to achieve this, being worth half a billion RSV[1], and having seen over half of UK households purchase from Walkers Snacks brands in the last year[2].
Rachael Smith, Senior Marketing Manager, Walkers comments: “We are on a mission to bring even more excitement to the savoury snacking category this year, so what better way to achieve this than by partnering with one of the biggest movie launches of 2025? Our collaboration with Warner Brothers for the new A Minecraft Movie aims to boost retailers’ sales by allowing them to offer their shoppers the chance to win epic prizes and experiences.”
Walkers Snacks’ A Minecraft Movie on-pack promotion will run from 24th March across the grocery, convenience and wholesale channels, ahead of the film launching exclusively in cinemas from 4th April. Running until 18th May 2025, the activity will be supported by shopper activations across selected grocery retailers, including Tesco, Sainsbury’s, ASDA, Morrisons, Co-op and Ocado.
[1] Nielsen, Total Coverage, Walkers Top 5 Snacks, Sales Value, Rolling 52 w/e 15/02/25.
2 Kantar Worldpanel Purchase Data 52 w/e 26 January 2025
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