KP Snacks today announces that Butterkist, the UK’s number one popcorn brand, has launched a new on-pack promotion with Paramount+, reinforcing the brand’s association with quality entertainment. Running from the start of February until the end of May, the promotion gives consumers a month’s access to movies and shows on Paramount+ when they buy a sharing bag of Butterkist Sweet (100g), Sweet & Salty (100g) or Salted (80g) popcorn.
The promotion enhances Butterkist’s brand identity as the perfect movie night snack, while capitalising on the increasing popularity of at-home occasions, with 64% of consumers having a regular Big Night In and 70% of movie watching occasions happening at home[1]. Butterkist over-indexes in evening sharing occasions, with the brand’s sharing packs offering a simple and effective way to make every movie and show feel like a fun, shared experience.
With an easy entry mechanic, consumers simply need to scan the QR code on-pack and upload their receipt to receive a streaming code within five working days, giving them access to the Paramount+ Standard Monthly Plan for a month, currently worth £7.99/month.
The promotion will be supported by an OOH advertising campaign, coinciding with the brand’s Video on Demand campaign which features the tagline, “For every movie moment, Go Grab The Butterkist”. Tapping into the popular horror and romance genres, the creatives kick off with a film opening before being comically interrupted by characters commenting on the movie while sharing Butterkist popcorn.
Beth George, Senior Brand Manager, Butterkist, says: “As the nation’s favourite popcorn brand, Butterkist is synonymous with great popcorn and great entertainment. We are delighted to be offering Butterkist shoppers a month’s access to movies and shows with our new Paramount+ on-pack promotion. As at-home occasions continue to grow, our Butterkist popcorn offers the ideal snack and our OOH and VoD campaigns are perfectly positioned to drive brand penetration.”
Brand activation agency, ZEAL, managed the partnership on behalf of KP Snacks, whilst integrated marketing agency, Allied Global Marketing, managed the partnership on behalf of Paramount+.
Butterkist Sweet (100g), Sweet & Salty (100g) and Salted (80g) sharing bags are available with an RRP of £1.35.
The Butterkist brand is worth £56.5m, purchased by 5.2m households[2]. At nearly twice as large as its nearest branded competitor, Butterkist enjoys a 31.6%[3] market share.
[1] Kantar State of the Nation 2025
[2] Nielsen IQ, Total Coverage, Total Value, MAT 01.11.25
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