Butterkist launches on-pack promotion with Spider-Man: No Way Home movie

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Popcorn brand Butterkist has kicked off a new on-pack promotion to mark the release of the latest superhero film, Spider-Man: No Way Home.

Butterkist Spider-Man promotional packs

The promotional packs feature images of Spider-Man and offer shoppers the opportunity to win prizes with purchases of Butterkist popcorn.

Butterkist buyers can win one of five Sony tech bundles that include a Sony Bravia 65” smart TV, a Sony All-One Sound Bar and Sony headphones.

The film is set to be released exclusively in cinemas on 17 December 2021.

Kevin McNair, marketing director at brand owner KP Snacks, said: “The new Butterkist promotion aims to capitalise on the growth of popcorn sharing occasions, which are up by 21%.

“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 flavours in £1 PMP format.

McNair added: “We are proud to team up with Sony Pictures on an immensely successful film franchise to drive further penetration in the popcorn category.”