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July 16, 2021: 12:00 AM EST
The German-owned British producer of branded and own-label corn-, potato-, and nut-based snacks is partnering with men’s and women’s cricket competition The Hundred (21 July – 21 August in England and Wales) to “champion healthier lifestyles and inspire people to get more active through cricket.” The company’s Popchips, Butterkist, Pom-Bear, Tyrrells, KP Nuts, Hula Hoops, McCoy’s, and Skips brands will be displayed on team shirts and featured in broadcast indents and advertising spots during ad breaks, as well as on in-ground screens. KP is also running a retailer competition to win match tickets and merchandise by purchasing cases of promoted products. The partnership also includes retailer bundle deals, in-depot activity, and branded POS.
Éilis Cronin, "KP Snacks promotes active lifestyles with cricket partnership", Talking Retail , July 16, 2021, © Metropolis International Group Limited, a member of the Metropolis Group
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