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Kraft Foods is bringing its brands to the movies. The world’s second largest food company and National CineMedia announced Friday (April 30) a new marketing alliance that will bring Kraft brands such as Oscar Mayer Lunchables, Stride gum and Ritz crackers to the big screen.
The agreement marks the first time a food advertiser has created long-form, branded content for the cinema.
Kraft’s campaign, to begin Friday (April 30) will include two minutes and 30 seconds of original entertainment segments, along with traditional :30 and :60 spots in NCM’s FirstLook pre-feature program running on NCM’s digital network of 15,400 screens.
“This new cinema campaign perfectly fits with our strategy to reach audiences in more engaging ways and drive a deeper connection with our brands,” said Mark Stewart, vp of global media services for Kraft Foods.
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