New York, N.Y., July 3, 2013 - Screenvision, a national cinema advertising leader, has been chosen by Kraft Foods Group for the first-ever in-cinema advertising campaign for its popular Grey Poupon mustard.
Grey Poupon returned to television this February, after a 16-year absence. The in-theater creative is a one-minute long short, which like the new television campaign, picks up where the legendary Grey Poupon advert of yesteryear left off. The new spot finds two dignified gents in luxury vehicles now partaking in a comic, high-speed chase to secure the bottle of their favorite luxury condiment. This unique car chase boasts a sword fight, a champagne-powered machine gun firing corks and even a caviar slick designed to make the pursuing vehicle slide off the road. The spot concludes with the two gents and their chauffeur driven vehicles crashing through the roof of a grocery, landing before an end-aisle display featuring a veritable wall of their beloved Grey Poupon.
The new campaign debuted in Screenvision theaters on June 14, and will run through July 11, 2013.
"To continue the momentum of our brand , we decided to bring Grey Poupon into cinemas for the first time, since it is where the consumers are to be found during this important selling season, enjoying the slate of summer blockbusters," stated Cindy Halvorsen, Brand Manager, Grey Poupon. "The big screens in Screenvision's theaters are a natural fit for such dramatic and entertaining content. The strategic network of theaters they created for us was also a key in our decision-making process, how they are insuring we reach the right target audience with our ‘lost footage' campaign."
"We're excited to feature Grey Poupon's much-talked about creative within our pre feature programming network, and feel confident moviegoers will really enjoy seeing it on the big screen," stated Jim Tricarico, Chief Revenue Officer for Screenvision. "We have seen many brands look to complement their TV presence with cinema advertising, and we are very pleased to be a part of Grey Poupon's efforts to ‘spread good taste.'"
To further grow awareness and encourage engagement and purchase, Grey Poupon is offering a mobile component in Screenvision theaters, where moviegoers can text DIJON to 31-31-31. The consumer payoff is a series of texts delivered towards the end of the movie directing fans to their nearest gourmet meal or a Grey Poupon-centric recipe and coupon.
"This is a really exciting time for the brand to be back in the cultural conversation," adds Halvorsen. "Screenvision theater-goers will be able to experience the new commercial on the big screen, and easily engage more deeply with the brand through our mobile site, right from their seats."
ABOUT KRAFT FOODS GROUP
Kraft Foods Group, Inc. (NASDAQ: KRFT) is North America's fourth largest consumer packaged food and beverage company, with revenues of approximately $19 billion in 2011. Launched as a public and independent company on Oct. 1, 2012, the new Kraft has the spirit of a startup and the soul of a powerhouse. The company has an unrivaled portfolio of products in the beverages, cheese, convenient meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Planters and JELL-O. Kraft's 25,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group is a member of the Standard & Poor's 500 index. For more information, visit www.kraft.com and www.facebook.com/kraft.
Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers. Screenvision provides comprehensive cinema advertising representation services to top tier theatrical exhibitors presenting the highest quality moviegoing experience. The Screenvision cinema advertising network is comprised of over 14,300 screens in 2,300+ theater locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including six of the top 10 exhibitor companies. For more information: http://www.screenvision.com.
Sal Cataldi / Jacky Agudelo, Cataldi PR
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Caroline Kasabian, Screenvision