29 Jan 2020
Crusha, the much-loved milkshake brand, worked with UK media agency the7stars and Digital Cinema Media (DCM) to premiere its first ever cinema ad creative. A 30-second brand ad and 10-second ident ran in the Gold Spot, the prime 60-second ad position, before all screenings at Vue’s Mini Mornings as well as sampling at six cinemas. The campaign runs over six months from Friday 21st June to Monday 2nd December 2019.
The campaign also includes OOH advertising via Vue digital screens, digital display banners and tie-in displays across the Vue website. The sampling will take place at six cinemas on the opening weekends of key target films, including Toy Story 4 and Frozen 2.
Zoë Crawford, the7stars, says: “Crusha is a brand that’s remembered fondly from people’s childhood. Parents remember it from when they were kids and the nostalgic fun of making their own milkshake. By partnering with DCM to broker a bespoke brand partnership for Crusha and Vue’s Mini Mornings, this campaign will reintroduce a beloved brand to a new generation of parents and kids by tapping into the wonder of nostalgia and the magic of movies – inviting them to share little childlike moments of fun together.”
Jeremy Kolesar, creative director – DCM Studios, added: “Crusha is a perfect fit for Vue Mini Mornings. Cinema offers a powerful environment to land key brand messaging and Crusha is maximising this with tailored content to connect with parents and kids in a fun and engaging way, to elevate brand interaction and audience engagement.”
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