Cravendale fuels family togetherness with sponsorship of Cineworld’s Movies For Juniors

Arla Food’s iconic milk brand Cravendale has launched 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.

Sophie Macaulay, 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’.

Gemma Shepherdson, Head of Marketing at Cineworld Cinemas said: “’Movies For Juniors’ is a very successful initiative designed to introduce children to the exciting world of cinema. Cravendale’s branded activity will help us offer an even more enjoyable experience to our young audience and establish a long lasting relationship with this next generation of cinema goers.”

Josh Jalloul, Creative Solutions Manager at Carat said: “The ‘Summer Fun For All The Family’ campaign underpins Cravendale’s sponsorship of Movies For Juniors. Extending beyond the cinema screen with Cravendale activity packs will drive engagement, consideration and business value. This was a real team effort, with all agencies collaborating seamlessly.”

Joe Evea, Commercial Director at Digital Cinema Media said: “Cravendale has capitalised on an unrivalled opportunity to reach families and worked with DCM ensure the delivery is bespoke and on-brand for their target audience. The sponsorship of Cineworld’s Movies For Juniors demonstrates the versatility of cinema and the multi-platform possibilities that are now available.”