A Wicked Partnership

Working with Universal Studios to launch Butterkist’s biggest brand collaboration to date. We were asked to bring the Wicked world to life in a pop-up shop in Soho. Making it so that attendees felt that the magic of Emerald City was one with Butterkist, where they could create their own mystical popcorn with various toppings.

Also a Wicked-themed installation was set up at Westfield London, offering sampling packs and encouraging social media sharing. Shoppers had opportunities to win Wicked-themed prizes, and creative lifestyle influencers shared engaging content.

As a team I lead the creatives from start to finish, ensuring both brands were promoted enough that they felt seamless together. From creating the OOH billboard interactive element to the design, management and installation of the pop-up shop. Both Butterkist and Universal were over the moon with what was created and no doubt felt it was the ‘Wickedest’ collab’ ever.

Role: Head of Design

Client: Butterkist

Date: 2024