August 2020

NATION’S FAVOURITE POPCORN BUTTERKIST TEAMS UP WITH NOW TV TO LAUNCH THE ‘ULTIMATE MOVIE NIGHT’

KP Snacks has announced a Butterkist ‘Ultimate Movie Night’ promotion, giving consumers the chance to win one of 10 premium prize bundles, which include a TV, an at-home entertainment system, and a 12-month NOW TV Sky Cinema Pass.

The on-pack promotion will run across the full Butterkist range including Sharing, £1 PMP and Multipack, and aims to improve the in-home sharing experience by giving consumers the perfect combination of entertainment and snacks. The partnership expands on an ongoing Butterkist microwave popcorn promotion, offering consumers a half price NOW TV Sky Cinema Pass. Both promotions will be available until the end of November.

With a shared goal of enhancing the in-home sharing experience, the partnership will help consumers make their BNI (Big Night In) feel like a BNO (Big Night Out).  The ‘Ultimate Movie Night’ bundles have been created to drive excitement and demand for CSN products which have seen a surge in popularity and compliments an ongoing KP Snacks campaign to help convenience retailers retain shoppers and bigger basket spend.

Matt Collins, Trading Director, KP Snacks said: “In recent months there has been a marked increase in savoury snacking occasions, with CSN being the fastest growing snack and showing up in 70% more convenience baskets during lockdown^[1]. Using the strength of our brand portfolio and family favourites like Butterkist, we hope to help our retail partners meet changing consumer demands and adjust to new norms”.

“The partnership between Butterkist and NOW TV has already been hugely successful. To continue this momentum, we are pleased to announce a second wave of activity and offer consumers the chance to win even greater prizes. This will also offer a strong sales opportunity for retailers, with 51% of shoppers being more likely to visit their local store if they offer promotions[2]”.

The Sharing segment is strong and growing. Worth £1.2bn, the largest within CSN, it is currently experiencing growth of +98%^[3]. Butterkist is the UK’s largest popcorn brand at £48.3m RSV^[4] and is significantly outpacing category with growth of +31.4%, vs total popcorn at 8.7% ^[5].