To mark the cinema release of Wicked: For Good on 21 November, Hovis has unwrapped an on-pack promotion where shoppers can win a family holiday to Canada.
As part of its partnership with Universal Pictures, Hovis is rolling out promotional packs of Hovis Best of Both Medium and Thick Sliced. Available in stores from 20 October to 31 December, packs offer the chance to win a holiday, along with five runner-up prizes of official Wicked: For Good merchandise. Shoppers can enter the competition through an interactive QR code featured on the packaging.
Hovis is supporting the promotion with 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.
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 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.”
