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| Author | Zoe Aresti |
Ella’s Kitchen, the leading baby and toddler Food Company, has launched a new sponsorship of ODEON’s parent and baby screenings, ODEON Newbies, which launches in cinemas this April. The new deal has been brokered by Zenith through Publicis Media’s Content Practice.
Set to run for a period of three months from April to June, the sponsorship will be active in 63 of ODEON’s 110 cinemas in the UK and will target parent and baby screenings for children aged 12-18 months.
Ella’s Kitchen and Havas London have created a brand ad which will run alongside a co-branded 15” ‘Welcome’ message to run in all Newbies screenings, and a 15” trailer in all Family AGP films at ODEON to raise awareness of the partnership and Newbies itself.
Key assets and branding will feature on ODEON’s website and the campaign will feature on-screen promotion and trailering, foyer presence as well as sampling at 10 key sites.
A survey will also be conducted to gather key learnings about brand awareness surrounding the target audience via ODEON’s digital communications.
Andrew Bishop, Business Director at Digital Cinema Media said: “Ella’s Kitchen is a perfect fit for ODEON Newbies. The brand wanted to promote a new range of product and highlighted cinema as the perfect channel to connect to that hard-to-reach audience. The cinema setting provides an ideal environment for the brand to connect with mothers and fathers and I’m excited about what will come out of the sponsorship.”
The deal will initially run alongside films including Beauty and the Beast, The Boss Baby, Peppa Pig: My First Cinema Experience and Smurfs: The Lost Village with more to be announced throughout the course of the campaign.