Wicked Sister
Group Partnership
The objective.
Wicked Sister wanted to bring its existing IP alignment with Wicked: For Good to life through real-world engagement, leveraging the cultural buzz surrounding the film to drive awareness and product trial of their limited edition dessert pot flavours.
How we rose to the challenge.
Val Morgan responded with a group strategy, leveraging Wicked Sisters’ existing IP alignment into a multi-channel activation across Val Morgan Cinema, VMO and Tasty Oz, designed to convert cultural momentum into awareness and product trial.
Activation
Tactical sampling activations during opening week of Wicked: For Good brought Tasty Oz recipes to life, driving product trial and curiosity among moviegoers.
On-screen activity
A 30-second branded ad was featured in the pre-show of all Wicked: For Good opening week sessions and also followed the film’s trailer across sessions throughout the campaign period, with additional digital entry foyer screens ensuring mass visibility on a national scale.
Digital amplification
The campaign extended across HOYTS’ owned media channels including EDMs and socials, alongside Tasty Oz platforms which profiled bespoke Wicked Sister x Wicked: For Good themed recipes.
Outdoor activity
The campaign came to life across VMO’s large format and retail network, positioned on the path to purchase in close proximity to leading supermarkets.
HOYTS LUX menu integration
Limited-edition Wicked: For Good themed desserts were added to the HOYTS LUX menu, elevated through eye-catching imagery and premium menu placement.
“Val Morgan brought our existing partnership with Wicked: For Good to life in a way that genuinely connected with audiences and extended the excitement of the film into the real world. The campaign successfully drove strong awareness and product trial for our limited edition dessert pot flavours, while positioning Wicked Sister within one of the biggest cultural moments of the year.”
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