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."