UK popcorn brand Butterkist has partnered with Universal Pictures’ Wicked, marking its most significant entertainment partnership to date. 

The alliance, orchestrated by the Red Consultancy, has benefitted from a strong performance at cinemas, with Wicked raking in an impressive £13.7m during its opening weekend.

With an investment exceeding £500,000, Butterkist created a multi-faceted campaign which included limited edition products, in-store promotions, experiential events, out-of-home advertising, influencer activations, paid social media campaigns and an editorial press programme.

Tesco and Morrisons shoppers were treated to special 180g Amazafying sweet popcorn sharing packs and a magical Popcorn Emporium, reminiscent of the Emerald City, materialised in London’s Soho, offering a multi-sensory experience created in partnership with Beautiful Wonder. 

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Media personalities, influencers and the public were invited to create their own popcorn masterpieces with a range of sweet and savoury toppings. There was also a Wicked-themed special build at Westfield London, distributing samples and encouraging social media sharing.

So far the campaign has seen more than 200 pieces of coverage and social content generated, reaching a potential audience of 76m. More than 1,000 visitors experienced the Popcorn Emporium and some 7m Wicked packs are on sale across the UK, on track to sell out.