Arla Food’s iconic milk brand Cravendale today launches its sponsorship of Cineworld’s Movies For Juniors, the UK’s biggest kids cinema club, which offers discounted tickets to families.
The sponsorship is part of a wider campaign designed to encourage parents and children to spend quality time together, underlying Cravendale’s passion for bringing families closer.
The Cineworld sponsorship, developed and created by Carat and Digital Cinema Media (DCM) is part of Cravendale’s “Summer Fun For All The Family” campaign, which aims to involve parents and children in an experience that goes beyond the cinema screen, strengthening the brand’s connection with this key audience.
As part of the campaign, original and bespoke sponsorship idents based on Cravendale’s latest and highly acclaimed “Barry the biscuit boy” ad will be played during the film trailers and themed points of sale in cinema foyers have been created across the UK.
Engaging activity booklets, designed by marketing agency FPP, featuring “Bake Your Own Barry” recipes, ‘colouring in’ and ‘spot the difference’ activities, as well as redeemable coupons for 2L Cravendale, will also be handed out to families across 88 cinemas nationwide, enabling Cravendale to drive brand engagement and consideration.
Families will also be invited to take part in a competition, “Bake Your Own Barry”. By uploading a picture to milkmatters.co.uk/bakeyourownbarry of the best Barry Biscuit baked under the guidance of the special recipe featured in the Cravendale booklet, children will be given the chance to win six marvelous milkshake kits.