The collaboration, negotiated by Red, involved limited edition products, in-store promotions, eye-catching experiential and OOH, as well as influencer activations, paid social and an editorial press programme.

The activity, designed to bring to life Butterkist’s place as the must-have movie snack, was unmissable with Limited Edition Amazafying sweet popcorn sharing packs available to purchase across the country.

A magical Popcorn Emporium, straight out of the Emerald City, popped up in Soho featuring a magical multi-sensory popcorn bar.  Attendees included media, influencers and the public who all created their own popcorn masterpieces with sweet and savoury toppers.  A Wicked-themed special build appeared at Westfield London, sampling packs and generating social sharing. Shoppers had the chance to win Wicked themed prizes, while a range of creative lifestyle influencers delivered unique and eye-catching content.