In a busy week for partnerships between brands and the upcoming Wicked: For Good movie, Hovis has announced an on-pack promotion for two of its Best of Both loaves.
The collaboration will see the rollout of promotional packs of medium and thick sliced loaves, offering shoppers the chance to win a family holiday to Canada. Wicked: For Good arrives in cinemas on 21 November
Available in stores until 31 December, the promotional packs offer consumers the chance to win an exclusive holiday to Canada for four, along with five runner-up prizes of official film merchandise. Shoppers enter the competition through an interactive QR code featured on the packaging.
Mark Brown, chief marketing officer at Hovis, said: “We know that tapping into significant cultural moments, such as major film launches, is key to engaging more shoppers with the Hovis brand.
“Our previous collaboration with Netflix’s That Christmas on Best of Both packs generated over 30,000 competition entries, demonstrating the power of these pop culture activations. This promotion provides retailers with an opportunity to capitalise on the buzz around the film and generate further sales in the category.”
Hovis’ Best of Both and Wicked: For Good promotional packs will be widely available across independent convenience retailers and in wholesale channels. The baker is supporting the on-pack activity with additional marketing investment, including wider activation across social and digital platforms, as well as through retail media with selected partners.
In addition, social activity will feature Wicked: For Good inspired recipes and seasonal food ideas that embrace the film and its main characters to further drive consumer engagement.
No comments yet