Hovis unveils Wicked: For Good On-Pack Promotion on Best of Both®
The collaboration will see the rollout of promotional packs of HoVIS® Best of Both® Medium Sliced and HoVIS® Best of Both® Thick Sliced, offering shoppers the chance to win a family holiday to Canada. Wicked: For Good arrives in cinemas November 21. Available in stores from 20 October to 31 December, the promotional packs offer consumers the chance to win an exclusive holiday to Canada for four people, along with five runner-up prizes of official Wicked: For Good merchandise. Shoppers can easily enter the competition through an interactive QR code featured on the packaging. This latest brand partnership is set to bring excitement and interest to the bread aisle during the crucial seasonal trading period. The promotional packs represent a great opportunity for retailers to activate in-store and online, helping to drive footfall and boost sales.
Mark Brown, Chief Marketing Officer at Hovis®, comments:
“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 HoVIS® Best of Both® generated over 30,000 competition entries, demonstrating the power of these pop culture activations. The ‘Wicked: For Good’ promotion provides retailers with an opportunity to capitalise on the buzz around the film and generate further sales in the category. This collaboration underscores HoVIS’® ambition to continue supporting the core pre-packaged sliced bread category by bringing consumers and retailers additional value through exciting brand partnerships.”
HoVIS® Best of Both® continues to meet the needs of shoppers looking to combine the great taste of white bread with wholemeal flour. The Hovis® Best of Both ® Wicked: For Good promotional packs will be widely available across Tesco, Morrisons, Waitrose, as well as independent convenience retailers and through wholesale channels. HoVIS® 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. 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. The HoVIS® Best of Both® Wicked: For Good promotional packs will be available in grocery, convenience and wholesale channels from 20th October until 31st December.
About Universal Pictures’ Wicked: For Good
Last year’s global cinematic cultural sensation, which became the most successful Broadway film adaptation of all time, now reaches its epic, electrifying, emotional conclusion. Directed by Jon M. Chu, the final chapter of the untold story of the witches of Oz begins with Elphaba (Oscar ® nominee Cynthia Erivo) and Glinda (Oscar ® nominee Ariana Grande) estranged and living with the consequences of their choices. When a girl from Kansas comes crashing into their lives, they will need to come together one final time, and truly see each other, if they are to change themselves, and all of Oz, for good. About Universal Pictures Universal Pictures is a division of Universal Studios (www.universalstudios.com).
Universal Studios is part of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world- renowned theme parks. NBCUniversal is a subsidiary of Comcast Corporation.
For further information please contact Clarion Communications: hovistrade@clarioncomms.co.uk
