Kraft Brings Brand to the Movies | Adweek Kraft Brings Brand to the Movies | Adweek
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Kraft Brings Brand to the Movies

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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. "It is also the very first advertising initiative in the U.S. that will include both Kraft Foods and Cadbury brands."

Although cinema advertising is on a roll with many advertising categories, packaged goods have been slower to embrace the medium. Kraft Foods' new campaign indicates that the category may be about to Hollywood.

"Kraft Foods' new strategy is really a game changer for cinema," said Cliff Marks, president of sales and marketing for NCM. "I've always thought that there was a huge opportunity for brands to utilize branded entertainment to create unique personal relationship with consumers. And now, Kraft Foods and MediaVest will help to prove this theory," he said.