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| Author | Zoe Aresti |
Soreen, the makers of original malt loaf and school-friendly Soreen Lunchbox Loaves, has announced a six-month sponsorship of ODEON cinemas’ ODEON Kids club film screenings, kicking off at the start of April.
The partnership will run until September alongside Family screenings for 6-12-year-olds and the deal has been brokered by media agency Goodstuff to run at 105 of the cinema chain’s 110 sites.
Digital Cinema Media has created a co-branded 15” welcome message to run in wider Family films as part of the campaign, and a 5” trailer bumper to run on the end of the brand ad in all Family AGP films at ODEON to raise awareness of the partnership and Kids club screenings.
Key assets and branding will feature on ODEON’s website and sampling of Soreen’s Lunchbox Loaves product will take place at 10 key sites on the opening weekends of key Family titles on key dates throughout the campaign.
Soreen Lunchbox Loaves will also be stocked at 20 high footfall ODEON sites as a trial, with wider distribution planned throughout the estate.
A survey will also be conducted to gather key learnings about brand awareness surrounding the target audience via ODEON’s digital communications.
Anastasia Takis, Head of Events & Activations at Digital Cinema Media, said: “We’re thrilled to be working with Soreen across this sponsorship of ODEON Kids screenings. Soreen Lunchbox Loaves are a great fit for families visiting the cinema throughout the summer months and we look forward to seeing the results.”
The sponsorship will run in screenings of Beauty and the Beast, Boss Baby, Cars 3, Despicable Me 3, Peppa Pig: My First Cinema Experience, Smurfs: The Lost Village, The Emoji Movie, The LEGO Ninjago Movie and more throughout the summer months.