Butterkist x Wicked — Two Years, Two Campaigns, One Ongoing Partnership

When KP Snacks launched its first on-pack promotion in partnership with Universal Pictures’ Wicked in 2024, it marked the beginning of what would become a sustained promotional relationship- one that PromoVeritas has supported from the outset.

Across two consecutive campaigns, PromoVeritas has provided end-to-end promotional management: structuring compliant mechanics, delivering the digital entry infrastructure, conducting independently verified prize draws, and managing winner communications and fulfilment. What began as a single, six-month prize draw for five experiential prizes grew into a seven-month, multi-draw campaign distributing 550 prizes and a premium international grand prize.

This case study covers both campaigns in sequence, documenting how the promotional framework was established in 2024 and then extended and scaled for 2025/26.

“Across both campaigns, PromoVeritas provided the independent oversight, compliance infrastructure, and operational delivery that allowed KP Snacks to focus on the brand and retail execution.”

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Part 1: Wicked x Butterkist On-Pack Prize Draw (2024)

Background and objectives

The 2024 campaign was designed to align Butterkist with the UK cinema release of Wicked in November 2024, reinforcing the brand’s long-standing association with film and at-home viewing occasions. The promotion ran for six months across all participating Butterkist packs, offering consumers the chance to win one of five luxury London weekend experiences themed around the world of the film.

The core objectives were to drive incremental purchase through an on-pack mechanic, increase brand engagement by linking Butterkist with a major cultural moment, and deliver a high-value experiential prize that would incentivise consumer participation. Ensuring consumer trust and regulatory compliance through independent verification was a defined objective from the outset.

Entry mechanic

Consumers were required to purchase a participating Butterkist pack, visit the dedicated entry website (www.promoentries.com/butterkist-wicked-2024), and complete an online form providing their name, email address, county and postcode, and details of the product purchased. An itemised receipt was required to be retained for validation purposes. Entry was limited to one per person, with a maximum of one prize per household.

The receipt retention approach — rather than upload at point of entry — was a deliberate design choice: it reduced the entry barrier for consumers while maintaining the integrity of the qualification requirement, with proof of purchase confirmed at the winner eligibility stage.

Prizes

Five winners each received a Wicked-themed luxury London weekend for two adults, each valued at approximately £1,600 and fulfilled by Element London. Each package included return travel to London, two nights’ four-star hotel accommodation with breakfast, a cocktail or mocktail-making experience, a makeover, a wizard-themed afternoon tea, and two £200 London department store gift cards. Winners had 12 months from notification to complete their trip.

PromoVeritas delivery

PromoVeritas structured the promotion for CAP Code compliance, drafted and hosted the full Terms and Conditions, and managed the entry platform mechanics. The prize draw was conducted by PromoVeritas as the independent verification body within five working days of the 28 February 2025 close, with five winners and a reserve pool selected at random from all valid entries.

Data cleansing was applied prior to the draw to remove ineligible entries. Provisional winners were notified by email and given 14 days to confirm eligibility; non-responders were replaced from the reserve pool. Winner publication was completed through the Promowinners service, providing a public winners list in line with ASA requirements. The promotion was delivered without regulatory escalation or consumer complaints requiring formal intervention.

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Part 2: Butterkist x Wicked: For Good On-Pack Promotion (2025/26)

Background and objectives

Building on the success of the 2024 campaign, KP Snacks returned to PromoVeritas for the follow-on promotion tied to Wicked: For Good, the sequel released in November 2025. The 2025/26 campaign was significantly larger in scope: a seven-month window, seven monthly prize draws, 550 merchandise prizes, and a premium international grand prize.

The objectives reflected the increased scale: drive incremental purchase across a sustained retail period, maintain consumer interest through regular prize drops rather than a single end-of-campaign draw, collect first-party consumer data through a compliant digital entry journey, and reinforce trust through independently verified draws throughout.

Entry mechanic

The entry journey was designed around QR code access, reflecting the expectation that most consumers would encounter the promotion via an on-pack scan during a supermarket shop or at home. Consumers scanned the on-pack QR code or visited the promotional URL, completed an online form, and uploaded a valid purchase receipt to validate entry. Entry was capped at one per person per monthly draw, with a maximum of one monthly prize per household. Every validated entry was automatically carried forward into the Grand Prize draw.

Prize structure

The prize architecture was tiered across two levels. Each of the seven monthly draws distributed a share of 550 branded merchandise prizes, Butterkist x Wicked: For Good popcorn buckets and insulated water bottles, with a minimum unit value of £4.59, providing regular, accessible rewards throughout the campaign. The Grand Prize was a three-night trip to Luleå, Sweden for the winner and three guests, including return economy flights from London, accommodation, a guided Northern Lights experience, and travel insurance: a premium experiential prize aligned to the scale of the partnership.

PromoVeritas delivery

PromoVeritas created and hosted the PromoEntries microsite, managing QR code setup, secure data handling, and a winner management portal. Compliance and Terms and Conditions were drafted and hosted for the full promotion period.

All seven monthly draws were conducted within five working days of each entry period closing. The Grand Prize draw was completed within five working days of the 31 March 2026 close. Each draw was preceded by data cleansing and validation, with a Certificate of Verification issued on completion to provide a formal audit trail. Non-responders were replaced from a reserve pool drawn at the same time as the main winners. All 550 merchandise prizes were fulfilled centrally; the Grand Prize was managed through direct coordination with the travel provider. A public winners list was published post-promotion in line with CAP Code requirements.

What the Partnership Demonstrates

The two Butterkist x Wicked campaigns illustrate how a promotional compliance and verification partner can support a brand across campaigns of different scales and structures — and how the operational framework established in an initial campaign can be extended and built upon as the relationship develops.

The 2024 campaign established the compliance structure, entry platform, and winner management processes. The 2025/26 campaign retained those foundations and scaled them: a longer window, a more complex draw structure, a higher volume of prizes, and a more demanding fulfilment requirement. Continuity of partner meant continuity of process — with no requirement to rebuild the compliance or operational framework from scratch.

Across both campaigns, the consistent elements were independent draw verification, a clear audit trail, consumer-facing transparency through winner publication, and a winner management process designed to protect both the brand and the participant experience. These are the foundations of a well-run promotional programme, regardless of scale.

Outcomes Summary

	Part 1 (2024)	Part 2 (2025/26)
Draw(s) conducted on schedule	Yes — within 5 working days of close	Yes — all 7 monthly draws + Grand Prize draw within SLA
Prizes fulfilled	5 luxury London weekends (approx. £1,600 each)	550 merchandise prizes + 1 Northern Lights grand prize
Reserve process triggered	Yes — managed without delay	Yes — managed without delay
Certificate of Verification issued	Yes	Yes — for each draw
Winner publication completed	Yes — Promowinners service	Yes — public winners list
Regulatory escalations	None	None

Working with PromoVeritas

PromoVeritas provides end-to-end promotional management for brands and agencies across the UK and internationally. Our services cover compliance and Terms and Conditions drafting, digital entry platforms, independent prize draw execution, winner management, and prize fulfilment — delivering the operational infrastructure and independent verification that consumer-facing promotions require.

To discuss how PromoVeritas can support your next promotional campaign, please contact our team.