Kraft Brands Go to the Movies

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The world’s second-largest food company and National CineMedia have inked a 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, launching today, will include two-minute-and-thirty-second original entertainment segments — along with traditional shorter spots — in NCM’s FirstLook pre-feature program running on its 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 at Kraft.

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