Fruit Bowl has entered into a six month sponsorship of Vue's Kids AM weekend film programme to promote its range of products.

The UK fruit snack brand is using the cinema slot to drive brand awareness of the Fruit Bowl range of products.

Sponsorship of Vue's Kids AM offers the brand an opportunity to reach its target market, in a shared environment on family days out. The sponsorship deal was handled by Digital Cinema Media (DCM) and UM Media London.

The cinema exclusive campaign includes a 30” creative running in family films throughout the term of the sponsorship, supported by foyer activity such as product sampling at key sites, static quad posters, digital 6-sheets, inclusion in Vue's printed and digital magazine and online activity across Vue's web properties. All of these opportunities combined are predicted to generate over 60m OTS for the brand over the course of the sponsorship.

Upcoming movies at Vue Kids AM include Escape From Planet Earth, Frozen and Moshi Monsters: The Movie.

Joe Evea, Commercial Director, DCM, said: "Cinema offers many ways to reach younger film fans and their parents as part of a fun family day out. Fruit bowl has recognised this opportunity and embraced the immersive shared family viewing experience offered by Vue Kids AM".

Andrew Saunders, Category Director Brands, Wellness Foods Ltd, said: "We are really excited about the campaign as it represents the brand's first significant foray into above the line communication. Following a sustained period of growth we believe the campaign will provide the platform for another step change in the brand’s performance, by highlighting the fun nature of the products".

Kieran Lancini, PR and Publicity Manager, Vue Entertainment, said: "Vue Entertainment is thrilled to be partnering with Fruit Bowl for our exclusive Kids AM offering. Priced from just £1.75 per ticket every Saturday and Sunday morning and throughout the school holiday's, Kids AM is an increasingly popular choice amongst parents looking to keep the kids entertained and we feel collaborating with Fruit Bowl provides a perfect fit for this audience".