Mochi ice cream pioneers sign up as category partner alongside independent cinema chain’s summer series of open-air screenings
The UK’s leading mochi ice cream brand, Little Moons, has signed up as a category partner to Picturehouse Cinema’s 2023 Outdoor series, in a partnership brokered by Digital Cinema Media (DCM), the market leader in UK cinema advertising, and MediaHub.
The partnership will see Little Moons align with cultural film moments throughout the summer as the event tours some of the UK’s finest open spaces. These unique settings will be transformed into immersive environments, with Little Moons launching an experiential activation to further promote its product.
Working with DCM Studios, an arch walkway imitating mochi balls has been created that guests can walk through on arrival at the events. Signage on the arch includes Little Moons’ tagline, ‘Ice Cream from Another World’. Mochi ice cream bites will be available to sample and a Little Moons ice cream van will be present at select locations.
Two 20” brand campaigns will also run in the reel at Picturehouse Outdoor screenings and Picturehouse Cinemas. The creatives ‘The Flavour System’ and ‘Necks Appeal’ feature other worldly settings of block colours and upbeat music, reflecting the joy you feel when eating Little Moons. The campaign will be supported by significant social activity across Picturehouse’s channels and website.
The partnership kicks off at the end of June at Preston Manor South Lawn & Garden in Brighton and runs until September, with other sites including York Museum Gardens in York and Norwood Park in London.
Ross Farquhar, Marketing Director at Little Moons said: “I can’t think of a better place to enjoy Little Moons than under the stars with a good film and good company, so we’re delighted to partner with Picturehouse Outdoor this summer to showcase our ice cream from another world. Creating fun, elevated experiences is in our DNA, and Picturehouse are a brilliant partner in making that happen for mochi ice cream lovers up and down the country. “
Lizzy Wade, Account Director at Mediahub commented: “Sticking to our media strategy of impact over optimisation, we developed a partnership that goes beyond serving standard ads by creating an immersive experience bringing Picturehouse cinemagoers into Little Moons’ fantastical world of mochi, for longer brand impact. We’re excited to see the partnership brought to life with airtime across the outdoor and cinema network along with sampling on site and a brand activation from another world!”
Davina Barker, Sales Director, Digital Cinema Media, added: “We’re thrilled to be working with Little Moons and Mediahub on this campaign that uses multiple touchpoints to create a fun and memorable experience. In true Little Moons fashion, this partnership keeps things light-hearted and out of this world, treating film lovers to the full delight you experience when you indulge in one of their little balls of happiness, and will no doubt engage and build affinity amongst Picturehouse’s young, upmarket audience.”
To view the full summer programme and to buy tickets, visit https://www.picturehouses.com/outdoor-cinema