Speciality cheese brand Castello is to partner with The Luna Cinema, a leading UK producer of open air cinema events, for 10 key screenings during the summer, with a multi-disciplined campaign created by independent marketing agency Mediator Communications.
Castello promotional staff will circulate the screenings, offering visitors sample size pieces of the Castello Cheese core range - Pineapple Halo, Creamy White and Creamy Blue. A Castello hamper filled with snacks and treats will be given away at each screening, with attendees tweeting a message or image including #CastelloMovieMoments to @CastelloUK or @TheLunaCinema to be in with a chance of winning.
The Twitter competition will be communicated via A5 leaflets which will include product information, a link to the Castello Facebook page and a 50p money-off coupon. Leaflets will also be available at the bar alongside posters on A-boards to further raise awareness of the sampling and competition.
Claire Mackintosh, Brand Manager at Castello Cheese, said: “This campaign will drive trial of Castello Cheese to a relevant, targeted and engaged audience. We are also excited to be involved with our first programme of open air film events.”
Amina Bryant, Account Director at Mediator Communications, said: “Film has been identified as a strategic pillar for developing the consumption moments of Castello Cheese. The popularity of outdoor cinema is growing hugely and working with The Luna Cinema is a great opportunity for Castello to obtain a large reach and strong exposure to a relevant audience.”
A pair of tickets for each event will be up for grabs via a competition on the Castello Facebook page in the run-up to the screenings.