New Butterkist on-pack promotion offers exciting prizes to enhance the Big Night In

KP Snacks today announces the launch of an exciting new on-pack promotion for Butterkist, celebrating the much-anticipated release of the new Sony Pictures film, Spider-Man: No Way Home.

The promotional packs feature eye-catching images of Spider-Man and offer shoppers the opportunity to win exciting prizes with purchases of Butterkist popcorn, the UK’s no.1 popcorn brand[1]. Butterkist popcorn buyers have the chance to win one of five Sony tech bundles, which each include a Sony Bravia 65” smart TV, a Sony All-One Sound Bar, and Sony headphones.

Butterkist’s campaign with Spider-Man: No Way Home creates a perfect partnership for a Big Night In, offering shoppers the opportunity to add excitement to their evenings by creating shared entertainment moments and a tasty and delicious treat.

Due to be released exclusively in cinemas on 17th December, in Spider-Man: No Way Home we see for the first time in the cinematic history of Spider-Man, our friendly neighbourhood hero is unmasked and no longer able to separate his normal life from the high-stakes of being a Super Hero. When he asks for help from Doctor Strange the stakes become even more dangerous, forcing him to discover what it truly means to be Spider-Man.

Kevin McNair, Marketing Director at KP Snacks, says: “The new Butterkist promotion aims to capitalise on the growth of popcorn sharing occasions (+21%[2]). 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”.

Running from November 2021 until mid February 2022, the new promotional packs will be available across sharing bags of Tasty Sweet (100g), Deliciously Sweet & Salty (100g), Simply Salted (80g), and Crunchy Toffee popcorn (170g). The campaign will also run across these four top flavours in £1 PMP format, promising great value alongside a delicious treat.

Popcorn is a £139.8m category, growing at +6.1%[3]. Butterkist is the UK’s favourite popcorn brand and continues to lead the segment at twice the size of its nearest branded competitor. Worth £52.5m and growing at +5.1%, the Butterkist has a 37.4% market share[4].

Kevin McNair adds, “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 partnership was brokered by Lime Communications.

[1] Nielsen Scantrack 09.10.21

[2] Kantar 2020

[3] Nielsen Scantrack 09.10.21

[4] Nielsen Scantrack 09.10.21

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