Food company giant experiments with a new kind of cinema advertising

Ad creative traditionally is formed to target a specific medium audience like print, radio and TV; therefore, it makes sense to use that logic with cinema advertising.

Cinema advertising has evolved from running static slides to full audio commercials. Now, the food giant Kraft has made the next step forward with cinema original creative.

According to Advertising Age, back in May, Kraft launched a sequence of two- and three-minute branded content specifically for the National CineMedia theatres. The vignettes revolved around some brands like Oscar Meyer Lunchables, Cadbury’s Stride Gum and RITZ Crackers.

A National CineMedia spokesman considered this move by Kraft an example to other advertisers to not just repurpose existing TV commercials, which have become the norm, but to create ads that are more targeted and specific to the theatre-going audience.

The mini-movies are not planned to air on TV anytime soon, but they have been uploaded online. In the first two weeks, the Oscar Meyer’s “Alien Field Trip” short received over 47,000 views.

Ad creative traditionally is formed to target that specific medium audience like print, radio and TV; therefore, it makes sense to use that logic with cinema advertising.

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