In an effort to promote the use of real butter in its movie theaters, Cineplex and The Dairy Farmers of Canada have teamed up for a year-long partnership across the country.
This campaign stretches across 60 of the country's major theaters and is designed to showcase its support of 100% Canadian-made butter. To prompt consumers to purchase the locally sourced dairy, this campaign will feature multiple advertising techniques, including POS signage, and postering by the butter dispensers. The point-of-sale elements help highlight the new partnership, prompting consumers to purchase the add-on while alleviating any guilt associated with enjoying a salty movie theater snack.
Robert Brown, the Vice President of Cineplex Media spoke to the POS decals, noting that: "We really are a one-stop shop for a variety of engaging advertising opportunities that are very effective on their own, but even better when combined. Our work with Dairy Farmers of Canada is a great example of our integrated media."
Dairy Farmer Theatre Partnerships
Cineplex and the Dairy Farmers of Canada Promote Real Butter
Trend Themes
1. Supporting Local Agriculture - Promoting the use of 100% Canadian-made butter in movie theaters creates opportunities to support local farmers and agricultural industries.
2. Partnerships for Promotion - Collaborations between different industries, such as the partnership between Cineplex and The Dairy Farmers of Canada, offer disruptive innovation opportunities for joint marketing campaigns.
3. Emphasizing Product Transparency - Highlighting the use of real butter in theaters helps satisfy consumer demand for transparency in food sourcing, presenting opportunities for other industries to promote their authentic ingredients.
Industry Implications
1. Agriculture - The collaboration between Cineplex and The Dairy Farmers of Canada creates an avenue for the agriculture industry to promote locally sourced dairy products and expand their market reach.
2. Entertainment - The partnership with The Dairy Farmers of Canada presents disruptive innovation opportunities for the entertainment industry to enhance customer experience by offering unique food options and promoting sustainable, locally sourced ingredients.
3. Advertising - The use of integrated media and point-of-sale elements in this campaign showcases effective advertising techniques, providing opportunities for the advertising industry to explore new strategies and collaborations.