KP Snacks today announces that Butterkist, the UK’s number one popcorn brand, is expanding its partnership with Paramount+ through a new on-pack promotion running across the portfolio. The promotion is live until 22nd December and drives the brand’s association with quality entertainment.
The promotion gives consumers a month’s access to movies and shows on Paramount+ when they purchase a pack of Butterkist Sweet, Sweet & Salty, Salted or Crunchy Toffee popcorn across £1.35 PMP, sharing and microwave formats.
The latest on-pack builds on an earlier activation with Paramount+, and reinforces the brand’s role as the perfect snack companion for at-home entertainment. The promotion taps into the strength of at-home occasions, with 64% of consumers having a regular Big Night In and 70% of movie-watching occasions happening at home. With a range of flavours and formats to suit all consumer needs and occasions, Butterkist helps consumers elevate everyday viewing moments with great-tasting popcorn.
With an easy entry mechanic, consumers simply need to purchase a promotional pack, head to promotion.butterkist.co.uk, complete the quick form and input the 8-digit code on their pack to receive a Paramount+ gift code, giving them access to the Paramount+ Standard Monthly Plan for a month, currently worth £9.99/month.
Beth George, Senior Brand Manager, Butterkist, says: “We’re excited to be offering our Paramount+ on-pack promotion across more Butterkist flavours and formats, helping even more shoppers make the most of their Big Night In. Butterkist is the UK’s number one popcorn brand, known for its great taste and its natural association with great viewing occasions. As shoppers continue to spend more time at home enjoying the shows and movies they love, we’re delighted to be offering them a chance to grab a mountain of entertainment on us.”
The promotion runs as Paramount+ heads into one of its biggest moments of the year, led by the return of MobLand for a second season from 18 September starring Tom Hardy, Pierce Brosnan and Helen Mirren, plus South Park season 29 from 17 September, six decades of Star Trek as the franchise celebrates 60 years, Tulsa King season four from Friday 16 October and the final season of Yellowjackets from 20 November.
The Butterkist brand is worth £56.9m, purchased by 5.2m households. At nearly twice as large as its nearest branded competitor, Butterkist enjoys a 30.4% market share.
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