Milk brand Cravendale has launched a sponsorship of Cineworld’s Movies For Juniors kids club as part of a wider brand campaign focused on encouraging closer family ties.
The sponsorship was developed and created by Carat and Digital Cinema Media (DCM) and is part of Cravendale’s ‘Summer Fun For All The Family’ campaign. The deal includes idents based on Cravendale’s ‘Barry the biscuit boy’ ad being played during film trailers, and themed points of sale in cinema foyers.
Sophie Macauley, senior brand manager at Arla Cravendale, said: “The ‘Summer Fun For All The Family’ campaign aims to fuel family togetherness, a core value of our brand, and the sponsorship of Cineworld’s ‘Movies For Juniors’ perfectly fits our purpose.
“Cravendale’s summer campaign builds on the presence and traction we’ve seen from the Barry Biscuit Boy campaign to date and helps us further engage with our core family audience in an engaging and delightful way to ‘fuel family betterness’.”
Joe Evea, commercial director at Digital Cinema Media, added: “The sponsorship of Cineworld’s Movies For Juniors demonstrates the versatility of cinema and the multi-platform possibilities that are now available.”
Other campaign material includes booklets designed by FPP featuring ‘Bake Your Own Barry’ recipes, and redeemable coupons for Cravendale will be handed out to families across 88 cinemas.