MCN, Foxtel and The Story Lab build customised partnership for 12 month Cadbury Connected Moments campaign
MCN and Foxtel in collaboration with Dentsu Aegis’ premium entertainment agency, The Story Lab, has announced a major new 12-month integration partnership between CADBURY and Foxtel Movies in the two brands’ first ever collaboration. The market-first deal sees CADBURY partner with Foxtel on a new package designed specifically for the confectionary company to create connected moments with their brand and all Australian families.
The partnership includes integration into Foxtel’s multi-screen movie channels including Premiere, Romance, Action, Comedy, Thriller, More Movies and Masterpiece, plus themed pop-up channels during key viewing periods. CADBURY will also have a presence on Foxtel’s On Demand movie offering FoxFlicks.
Commenced on Sunday, 4 November, the partnership sees a series of six 30 second ‘epic movie moments’ shot exclusively for CADBURY through the lens of a traditional Australian family. The six seasonal creative pieces, brought to life over a 12 month period, aim to demonstrate how Foxtel’s premium movie offering and CADBURY can forge moments of true connection.
In addition to delivering CADBURY'S creative across the Foxtel platform, the campaign will also be supported by themed programming, integrated content, promotions and events.
Paul Chatfield, Mondelēz International’s Director, Marketing Chocolate Australia and New Zealand , said: “This partnership is a first for Cadbury in how deeply it is integrated with Foxtel and how broadly it covers the Cadbury portfolio. With the increasing fragmentation of media consumption in Australia, it reflects the need to think differently about how we create deeper connections with our consumers – this will be by shining a light on Australian families and friends sharing their favourite Cadbury chocolate over epic movie moments together.
MCN Group Partnership Manager, Charlie Brown, said: “Foxtel’s Movie offering provided Cadbury with the perfect passion point as movies, the nation’s number one past time, is an experience that can be enjoyed and shared together, just like a block of Cadbury dairy milk chocolate.
“By customising a package which uses one of Foxtel’s premium assets to deliver Cadbury’s brand objectives we were able to use the power of integration to better connect the brand with their consumers. The result is an ongoing presence for Cadbury in Australian households over the next 12 months ensuring deep, consistent awareness and in turn, cut through for their brand."
Foxtel Networks Head of Sponsorships, Damian Cleary, said: “This partnership with Cadbury emulates the new direction of Foxtel - Foxtel like never before. True to the values of both organisations, it delivers a mandate of reigniting human connections through the power of film in a fun and relatable way. This is a premium advertising experience for Cadbury that only Foxtel can offer and one that sets a new benchmark for the brand partnership team at Foxtel and MCN."
The Story Lab National Managing Director, Adriana Colaneri, said: “The Story Lab has brought to life a truly market-first partnership, which creatively connects the shared values of two brands in a way that is authentic, engaging and at scale.”
Client Brand – CADBURY, Mondelez
Paul Chatfield, Director of Marketing (ANZ Chocolate) at Mondelēz International
Andra Gough, Senior Manager ANZ Chocolate (Fundraising, Sponsorship, Licensing, Baking) at Mondelēz International
Damian Cleary, Foxtel Head of Sponsorships - Advertising Sales & Brand Partnerships
Charlie Brown, MCN Group Partnership Manager
The Story Lab
Adriana Colaneri, National Managing Director, The Story Lab
Jayde Walker, Content Partnerships Director, The Story Lab