KP Snacks has announced the launch of an on‑pack promotion in partnership with chart album compilers, Now That’s What I Call Music.
The competition aims to support the growth of KP’s much loved Heritage portfolio of crisps. Running from 15 February to 10 May, it offers shoppers the chance to win thousands of cash and music‑related prizes, while driving excitement in the convenience and impulse channel with a £25k retailer incentive.
The promotion will run across KP Snacks’ Heritage portfolio of £1.35 pricemarked packs (PMPs) and Grab Bags from Nik Naks, Skips, Discos, Wheat Crunchies, Space Raiders and Roysters.
Retailers will also have the chance to win cash prizes through a dedicated wholesale competition featured on PMP cases, with a total cash pot for retailers of £25k.
Tapping into the consumer appetite for nostalgia, the partnership “aligns the iconic Now brand with KP Snacks’ trusted, household‑favourite portfolio,” it said.
The campaign will also be featured on the new Heritage brand sku, Skips Salt & Vinegar, adding further excitement to the fixture.
The promotion will be easy to access, with a QR code on relevant packaging. Shoppers will be able to enter the details and learn instantly if they’ve won a prize. The campaign will also be supported through the addition of free themed POS materials to drive visibility and “encourage participation across both retail and wholesale,” KP said.
John McDougall, senior brand manager for the heritage portfolio at KP Snacks, said: “Our Heritage brands continue to play a vital role in the Impulse channel, offering shoppers the trusted favourites they love at price they can rely on.
“Partnering with Now is a perfect fit for our distinctive and fun range of much loved brands which bring that nostalgic feeling, while continuing to deliver quality that people keep coming back for.”
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