Visitors to Luna’s film screenings will be greeted on arrival by Castello promotional staff, who will engage with attendees and hand out samples of the company’s core cheese range.
Leaflets will also be distributed encouraging viewers to tweet what they think of the screening using the hashtag #CastelloMovieMoments and the companies’ respective Twitter handles. One Twitter user will be selected as the winner of a Castello hamper.
Devised by marketing agency Mediator Communications, the campaign will run until 31 August. Amina Bryant, account director at Mediator Communications, said: "Film has been identified as a strategic pillar for developing the consumption moments of Castello Cheese. The popularity of outdoor cinema is growing hugely and working with The Luna Cinema is a great opportunity for Castello to obtain a large reach and strong exposure to a relevant audience."
The first three screenings of Cool Runnings, Top Gun and Thelma and Louise will take place in Dulwich Park, London, until 20 July. The sampling campaign will then move to Highfield Park, St Albans for Back to the Future on 23 July, and Swanley Park in Kent for 30 July’s screening of Mamma Mia.
Claire Mackintosh, brand manager at Castello Cheese, said: "This campaign will drive trial of Castello Cheese to a relevant, targeted and engaged audience. We are also excited to be involved with our first programme of open-air film events."
George Wood, managing director at The Luna Cinema, added: "We are really pleased to be working with a partner like Castello Cheese. Their presence will add to the overall experience for our audiences at The Luna Cinema's screenings and I'm sure it will be hugely popular."
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