NORTHFIELD, Ill. and CENTENNIAL, Colo. - Kraft Foods, the world's second largest food company, and NCM Media Networks, a leading integrated media company, have formed a new marketing alliance to bring new branded entertainment and cinema advertising featuring Kraft Foods brands to the big screen.
Kraft Foods' groundbreaking new cinema program will be seen nationwide in NCM's FirstLook pre-feature program across the NCM Cinema Network - the nation's largest digital in-theater network comprised of approximately 15,400 movie screens owned by AMC Entertainment Inc., Cinemark Holdings, Inc., Regal Entertainment Group and other leading exhibitors across the U.S.
Kraft Foods' cinema campaign will incorporate innovative two minute, 30-second original entertainment segments as well as more traditional 30- and 60-second advertising spots. It will include Kraft Foods' power brands such as Oscar Mayer Lunchables, Stride gum and RITZ crackers, and will premiere on April 30, 2010.
"We're thrilled to be the very first food advertiser to create long-form content for the big screen", said Mark Stewart, vice president, global media services at Kraft Foods. "This new cinema campaign perfectly fits with our strategy to reach audiences in more engaging ways and drive a deeper connection with our brands. It is also the very first advertising initiative in the US that will include both Kraft Foods and Cadbury brands."
As Hollywood continues to break box office records and more people are flocking to the movies, savvy advertisers like Kraft Foods are following those crowds. According to the latest advertising industry research, NCM ranks among the top TV networks and cinema ranks as the #1 network in the country on weekends among audiences age18-49. In addition, an IMMI research study from the Cinema Advertising Council (CAC) showed that cinema boosts an advertiser's return on investment 100 percent when combined with a traditional TV media buy, delivering double the results of TV alone.
"Kraft Foods' new strategy is really a game-changer for cinema. I've always thought that there was a huge opportunity for brands to utilize branded entertainment to create a unique personal relationship with consumers. And now, Kraft Foods and MediaVest will help to prove this theory," said Cliff Marks, NCM Media Networks' president of sales and marketing. "By taking advantage of NCM's national reach and the movie theater's unique ability to tell a story, Kraft Foods is able to build an engaging narrative that makes the brand the star of the show, while also building consumer allegiance and loyalty."