Walkers Snacks is to celebrate the release of Marvel Studios’ Avengers: Doomsday (in cinemas 16 December), with an on-pack promotion featuring exclusive packaging reskins.
The limited-edition product launch is in-store from this month and gives shoppers the chance to win a range of prizes, including a family holiday to Tokyo.
The promotion will run across selected multipacks and sharing bags from Wotsits, Quavers, Monster Munch and Squares, with each “supporting retailers in driving savoury snacking sales around Halloween,” Walkers said.
Bag of Bones
Developed as part of the partnership, Walkers has also launched a limited edition Wotsits Bag of Bones offering in its Really Cheesy flavour. Hitting shelves in Doctor Doom-themed packaging, the 120g sharing bags will “give retailers a compelling, new seasonal option for Halloween parties and social occasions,” the brand said.
Prizes include official Hasbro Marvel merchandise, snack clips and 2,440 pairs of Vue cinema tickets, which can be won every hour.
In addition, every participant is entered into the grand prize draw to win one of two holidays to Tokyo for a family of four.
The promotion will give Marvel fans and snack shoppers the chance to engage with the collaboration in the run-up to the film’s release.
Evolving season
Gemma Lancaster, Walkers Snacks’ marketing manager at PepsiCo, said: “Halloween has evolved over the years, with pop culture increasingly influencing how people celebrate.
“We’re seeing this through the popularity of superhero-inspired costumes, creating an opportunity for savoury snacks to play a bigger role in the occasion.
“Our limited-edition packaging brings some of Marvel’s most recognisable characters to the savoury snacks fixture, including The Avengers, The New Avengers, The Fantastic Four, The X-men and The Wakandans.
“The packs are designed to capture shopper attention and encourage engagement with the promotion, appealing both to Avengers fans and shoppers stocking up for Halloween parties and movie nights.”
The promotion is live now until 31 December across grocery, impulse and wholesale channels, ahead of the film’s release. The activation will be supported by in-store activity around Halloween, with further activity taking place in cinemas throughout November and December, Walkers explained.
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