Pizza Hut nets major family cinema tie-up

by Jennifer Whitehead, Marketing 12-Jun-07, 10:45

LONDON - Pizza Hut is investing in cinema advertising to reposition its restaurants as family destinations, signing a seven-figure deal to secure the medium's second-biggest sponsorship tie.

The chain has secured exclusive rights to the 'family gold spot' in cinemas, meaning Pizza Hut ads will run before all family films for one year. Its activity will begin around the UK premiere of Shrek the Third on 29 June.

The deal was brokered by Pearl & Dean and Carlton Screen Advertising on behalf of the Cinema Advertising Association. A 60-second ad has been created for the slot by Wieden & Kennedy.

The sponsorship will be supported by activity in cinema foyers and money-off coupons. Pizza Hut is also considering running cinema-discount promotions in its restaurants.

Agencies had predicted that food advertising in cinemas would increase ahead of the introduction of Ofcom's restrictions on the TV advertising of foods high in fat, salt or sugar to children. TV advertisers are governed by BCAP, while cinema advertising is regulated by CAP guidelines and the CAA.

However, cinema advertisers say they have yet to see the predicted uplift, which is thought to be the result of tighter self-regulation.

The 'family gold spot' package was previously held by Buena Vista Home Entertainment.

This summer is set to be a bumper time for family cinema thanks to releases such as 'Harry Potter and the Order of the Phoenix', 'The Simpsons Movie' and 'Transformers'.