Crusha, the much-loved milkshake brand, is working with media agency the7stars and Digital Cinema Media (DCM) to premiere its first ever cinema ad creative.
A 30-second brand ad and 10-second ident will premiere in the Gold Spot, the prime 60-second directly before all screenings at Vue’s Mini Mornings. The campaign will run for over six months, from Friday 21st June to Monday 2nd December 2019 and includes OOH advertising via Vue digital screens, digital display banners and tie-in displays across the Vue website. Sampling will take place at six cinemas on the opening weekends of key target films, including Toy Story 4 (June) and Frozen 2 (November).
The creative was produced by Andy Goff from Not A School Night, alongside DCM’s creative division, DCM Studios, and features Crusha’s cat playing with other characters as they have fun creating the iconic milkshake.
Zoë Crawford, the7stars, says: “Crusha is a brand that’s remembered fondly from people’s childhood. Parents remember it from when they were kids and the nostalgic fun of making their own milkshake. By partnering with DCM to broker a bespoke brand partnership for Crusha and Vue’s Mini Mornings, this campaign will reintroduce a beloved brand to a new generation of parents and kids by tapping into the wonder of nostalgia and the magic of movies – inviting them to share little childlike moments of fun together.”
Jeremy Kolesar, creative director – DCM Studios, added: “Crusha is a perfect fit for Vue Mini Mornings. Cinema offers a powerful environment to land key brand messaging and Crusha is maximising this with tailored content to connect with parents and kids in a fun and engaging way, to elevate brand interaction and audience engagement.”