Universal were on the hunt for a family friendly brand to help promote the return of the Addams family to the big screen.

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THE CLIENT BRIEF:

The Addams Family are well-known for being unconventional, quirky and well, just a bit odd. Their broad, multi-generational appeal meant we needed a fun-loving partner that would complement their quirks and special place in the hearts of fans of the original films from the 90s who would now have young families.

Step forward Cookie Time… a truly iconic NZ brand that has a firm held place in the hearts and minds of Kiwi’s young and old. And with their lovable mascot - the fluffy red Cookie Muncher - getting up to his own brand of mischief, it was the perfect creative pairing.

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THE IDEA:

For the first time in their 37-year history, Cookie Time launched a bespoke cookie to celebrate the release of The Addams Family. The suitably named Quirky Cookie was sold in New World around the country alongside custom point-of-sale stands that featured the unmistakable Addams Family characters to stop shoppers in their tracks.

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THE PARTNER OBJECTIVES:

Cookie Time were looking for a brand collab that would allow them to create a stand-out product and in-store theatre. A shared sense of excitement from both camps was needed to deliver something amazing and unforgettable that would capture the attention and imagination of Kiwis.

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THE RESULTS:

Collaborating with Cookie Time, Universal Pictures were able to promote The Addams Family through a money-can’t-buy channel via the on-pack promotion in New World. The multi-channel digital amplification reached over 5 million impressions which resulted in the film scoring a stronger than forecasted opening box office weekend during a highly competitive festive period.

Cookie Time secured valuable in-store promotional space in 70% of New World stores with a YoY increase in sales – riding the association with a loved film property as it released in cinemas nationwide – whilst one lucky Cookie Time customer had the holiday of a lifetime in Bordeaux with their family.

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