On-pack film promotion
The makers of Butterkist popcorn, Tangerine Confectionery, are set to reaffirm consumers’ affection for the brand with the launch of an exclusive on-pack promotion with Universal.
To reinstate its powerful motion picture connections and widen its market appeal, Tangerine Confectionery has been working in partnership with Universal to create money-can’t-buy-experiences and movie related prizes that will feature on selected packs from August 2013 until December 2013.
Helping to drive sales through consumer trial and repeat purchase, each pack offers a printable 50p coupon off their next purchase on selected packs of Butterkist, as well as the chance to win one of a number of motion picture related prizes with a combined value of £1million.
To win, consumers simply need to purchase any promotional pack of Butterkist and enter the unique promotional code at www.butterkistproductions.co.uk or via Facebook, where they can find out instantly if they have won one of the star prizes.
The Butterkist blockbuster prize fund includes five action-packed holidays to Universal Orlando Resort for four people, 10 glamorous trips for two to see a London premiere, 25 private film screenings for the winner and 50 friends at a local cinema, in addition to 100 leading brand home entertainment systems and thousands of DVDs.
Adrian Hipkiss, marketing manager at Tangerine Confectionery commented: “We are honored to be working with the prestigious film studio, Universal, for our first Butterkist on-pack promotion.
“Butterkist has universal appeal for consumers of all ages and therefore the Universal brand was the perfect choice having created iconic films such as Jurassic Park, ET and Jaws, as well as recent box office smash hits including Les Misérables, Ted and Despicable Me. Working in strategic partnership with such a renowned studio will help us to capitalise on our brand link to the movies, leverage the associated equity and reassert Butterkist’s authentic position as the number one popcorn brand in the marketplace.
“This impactful campaign offers consumers real money-can’t buy-experiences, as it’s not every day you get to attend a London premiere or host a private cinema screening for you and your friends.”
The promotion will be supported by a new social media campaign, which has already seen Facebook fan numbers more than double over the last few weeks. The on-pack promotion will be rolled out across six Butterkist products including microwave flavours butter, sweet and salted, and bags of sweet (120g), salted (80g) and toffee (200g).
