Snack brand Fruit Bowl has entered into a six-month sponsorship of Vue’s Kids AM weekend film programme, in a deal handled by Digital Cinema Media (DCM) and UM London.
The sponsorship will include a 30” creative running in family films, supported by static quad posters, digital 6-sheets, inclusion in Vue’s printed and digital magazine and online activity across Vue’s web properties.
Kieran Lancini, PR and publicity manager at Vue Entertainment said: “Vue Entertainment is thrilled to be partnering with Fruit Bowl for our exclusive Kids AM offering. Priced from just £1.75 per ticket every Saturday and Sunday morning and throughout the school holidays, Kids AM is an increasingly popular choice among parents looking to keep the kids entertained and we feel collaborating with Fruit Bowl provides a perfect fit for this audience.”
Upcoming movies at Vue Kids AM include Escape From Planet Earth, Frozen and Moshi Monsters: The Movie.
This, Andrew Saunders, category director for brands at Wellness Foods, owner of Fruit Bowl, said “represents the brand’s first significant foray into above the line communication”.
The deal, which DCM believes is set to reach younger film fans and their parents as part of a fun family day out, will also see sampling in some Vue foyers.