Kraft Foods links with Vue Cinemas for Oreo push

by Sarah Johnson, marketingmagazine.co.uk 06-Apr-09, 16:30

LONDON - Kraft Foods has signed a partnership deal with Vue Cinemas to promote its Oreo biscuit brand to families.

During April a sampling campaign will launch in foyers. This will be supported by online competitions and advertising around the Vue Cinemas and Pearl & Dean websites.

The deal was brokered by Pearl and Dean and aims to target consumers that may not have tried Oreo biscuits.

The cinema activity will be based around the recent ‘Boy & Dog' TV campaign. The ad shows a young boy demonstrating how to eat the biscuits as his dog looks on.

Advance screenings of Monsters Vs Aliens, Ice Age 3 and Up will all carry promotional activity.

The six month through-the-line campaign was devised by Mediavest and created by Draft FCB.