Kraft brand Oreo to sponsor Vue Cinema films

LONDON - Kraft's biscuit Oreo has signed a six-month on and off-screen deal with Vue Cinemas to sponsor a series of family films, including Monsters Vs Aliens, Ice Age 3 and Up.

Kraft brand Oreo to sponsor Vue Cinema films

The campaign starts this month and finishes in October. The package was negotiated by Pearl & Dean, Vue's sales house, with Kraft Foods. It will be supported by six-month through-the-line on and off-cinema campaign devised by MediaVest and created by Draft FCB.

It includes spot ads on screen surrounding family blockbuster movies such as Harry Potter and the Half Blood Prince.

There will also be foyer activity that will include a prize draw for families to win a family trip to Universal Studios, Florida.

A campaign microsite has been created: Oreofamilymovies.co.uk, which will be hosted on Pearl & Dean's website.

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