This Butterkist On-Pack Promotion Celebrates Spider-Man: No Way Home
Michael Hemsworth — November 24, 2021 — Marketing
References: kpsnacks & conveniencestore
This Butterkist on-pack promotion is being launched by the brand in the UK to help get consumers excited for the upcoming release of the Sony Pictures film Spider-Man: No Way Home.
The promotion will see specially marked packs emblazoned with the superhero himself and will offer shoppers the chance to win some big ticket prizes. This includes one of five Sony tech packages that include a Sony Bravia 65-inch smart TV along with a Sony All-One Sound Bar and Sony headphones.
Marketing Director at KP Snacks Kevin McNair commented on the new Butterkist on-pack promotion saying, "The new Butterkist promotion aims to capitalise on the growth of popcorn sharing occasions. The promotion is perfectly positioned to disrupt shoppers, broaden Butterkist’s appeal and bring new shoppers to the category. Driving category penetration by focusing on the fun and excitement of a big theatrical release, a well-loved character and the opportunity to win big prizes, the campaign creates a valuable opportunity for retailers to drive growth in popcorn. We are proud to team up with Sony Pictures on an immensely successful film franchise to drive further penetration in the popcorn category. The strong appeal of a Spider-Man movie, excellent prizes and the great taste of Butterkist popcorn will drive sales of the new promotional packs, with retailers benefiting from the excitement of consumers.”
The promotion will see specially marked packs emblazoned with the superhero himself and will offer shoppers the chance to win some big ticket prizes. This includes one of five Sony tech packages that include a Sony Bravia 65-inch smart TV along with a Sony All-One Sound Bar and Sony headphones.
Marketing Director at KP Snacks Kevin McNair commented on the new Butterkist on-pack promotion saying, "The new Butterkist promotion aims to capitalise on the growth of popcorn sharing occasions. The promotion is perfectly positioned to disrupt shoppers, broaden Butterkist’s appeal and bring new shoppers to the category. Driving category penetration by focusing on the fun and excitement of a big theatrical release, a well-loved character and the opportunity to win big prizes, the campaign creates a valuable opportunity for retailers to drive growth in popcorn. We are proud to team up with Sony Pictures on an immensely successful film franchise to drive further penetration in the popcorn category. The strong appeal of a Spider-Man movie, excellent prizes and the great taste of Butterkist popcorn will drive sales of the new promotional packs, with retailers benefiting from the excitement of consumers.”
Trend Themes
1. Popcorn Promotions - Popcorn brands can capitalize on big theatrical releases to drive growth in the snacks category by offering consumers the opportunity to win big prizes and making the packaging fun and exciting.
2. On-pack Promotions - On-pack promotions featuring beloved characters can help brands bring new shoppers to the category and broaden their appeal by creating a sense of excitement around the brand and product.
3. Tech Giveaway Promotions - Tech giveaway promotions can drive engagement and sales by offering consumers the chance to win big ticket items, like a Sony Bravia 65-inch smart TV, while also creating a valuable opportunity for retailers to drive growth in a particular category.
Industry Implications
1. Snacks - Snack brands can drive growth in the category by creating promotions that offer big prizes and capitalize on pop culture to reach new audiences.
2. Entertainment - Entertainment companies can partner with food and drink brands to create on-pack promotions that generate excitement around a particular movie or TV show, drive sales, and create opportunities for both brands to reach new audiences.
3. Consumer Electronics - Consumer electronics companies can partner with food and drink brands to create promotions that offer big ticket prizes, like TVs and sound bars, and generate excitement around new product launches or partnerships, while also creating valuable opportunities for retailers to drive growth in a particular category.
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