Mainland Cheese
HOYTS LUX Menu Integration
The objective.
Mainland approached us with a challenge—to drive trial of their creamy feta and mozzarella products in a premium, immersive environment. They were seeking a way to reach food-savvy consumers in a setting where quality and experience go hand in hand, and where their product could be tasted, not just seen.
How we rose to the challenge.
The solution was a three-pronged approach rolled out over three months across four premium sites in New Zealand, to reach high-value audiences and get them tasting the product within a setting built for impact and indulgence.
HOYTS LUX menu integration
A limited-edition Mainland Mediterranean pizza was added to the menu, supported by eye-catching imagery and prime menu placement.
In cinema activity
A 30-second pre-show placement before major titles like Moana 2 and Wicked, along with digital foyer activity, connected with audiences throughout their cinema journey.
Digital amplification
The campaign came to life across HOYTS’ owned media network including EDMs, website and social channels.
“Partnering with HOYTS LUX through Val Morgan Cinema gave us a unique opportunity to showcase Mainland in a setting that naturally elevates premium food experiences. The menu integration allowed audiences to literally taste the quality and craft of our brand while relaxing in an environment that values indulgence and attention to detail.”
Jennette Thorne, Marketing Manager - Mainland Oceania
