Lights, camera, action…marketing partner! These days, Hollywood studios are eager to find new distribution channels to promote movies and DVDs. If you’re interested, I’m sure there are many studio marketing teams ready to take your call.
However, the key to a successful movie partnership is to make it a two-way street – it must work for your premium food product, and not only the other way around.
If possible, look for movies that are a natural fit with your premium food. Here’s a great example, and one that I personally worked on, Dreamwork’s Bee Movie starring Jerry Seinfeld and premium food partner, The National Honey Board.
This was a marketers dream come true!
Big studio spends big bucks to create and promote a movie
highlighting niche industry.
The entire honey category showed positive sales lift during the promotion
Dreamworks’ objective was clear: the studio wanted to reach families in grocery stores nationwide. The Honey Board tie-in allowed the movie to be marketed beyond the cereal aisle.
In turn, we leveraged Bee Movie for a chance to re-energize our target market, moms with kids, via FloorTalk stickers, honey recipes in ShelfTakeOne dispensers, honey bottle hang tags, a promotional micro site and a public relations campaign.
The honey aisle hadn’t seen this much action in years!
Here’s another movie partnership that leveraged a natural fit.
Buca di Beppo is pleased to partner with Sony Pictures Home Entertainment in support of the January 5th release of the hit animated film “Cloudy with a Chance of Meatballs.”
The dual benefit is obvious: The DVD release is promoted in a non-traditional venue, a family restaurant, thereby reaching the movie’s key demographic. And Buca can re-energize families to visit by offering free DVDs for diners who order the special meatball pizza.
As part of this promotion, Buca di Beppo will be launching a limited-time-only Meatball Pizza for the month of January. Beginning January 5th, the first 25 guests at each of Buca’s 86 restaurant locations who order the special Meatball Pizza will receive a Free Cloudy with a Chance of Meatballs(tm) DVD-that is more than 2,000 DVDs that will be given away at Buca di Beppo restaurants.
So if you’ve got stars in your eyes, frequent IMDb for movies in pre-production to shine Hollywood’s golden light on your premium food.
