Kerry Foods is joining forces with Sony Pictures Consumer Marketing and is further investing in the growing kids’ cheese snacking category with its latest on-pack promotion. Launching this month, Kerry Foods is supporting the release of Sony Pictures Animation’s upcoming film The Emoji Movie (on screens 4 August). Featuring across the Kerry Foods kids’ dairy portfolio including Yollies, Cheestrings and Scoffies, the promotion is part of a wider £1m integrated marketing campaign which will also include TV, shopper activation and digital support.

Driving interest in the category and Kerry Foods’ dairy portfolio, the on-pack promotion will encourage families to ‘Express Your Selfie’ for the chance to win prizes. Building on the theme of The Emoji Movie, each promotional pack will contain fun selfie props that kids and families can use to create their own expressions. All entries are submitted into a daily prize draw to be in with a chance of winning prizes every day. Perfect for back to school, shoppers can win movie merchandise including co-branded lunch boxes and stationery sets.

Victoria Southern, GB marketing director at Kerry Foods, says: “The Emoji Movie is a hilarious, exciting adventure that takes you into the secret world inside your phone. These characters are able to express what we’re all feeling inside – that’s why they’re popular all over the world. We’re excited to help kids and parents capture that and show their true feelings. We feel that the film perfectly represents what we are all about as a brand; fuelling a sense of freedom to be yourself and making the kids’ snacking occasion as fun and engaging as possible.

“Following successes from previous partnerships, which saw Cheestrings value sales grow by +12% and penetration increase by +5% , we are confident that the mass appeal of The Emoji Movie will mean promotional packs are just as popular with parents looking for an exciting and nutritious snack for kids. We are once again driving engagement within the category with eye-catching packaging that we know will have real traction and appeal with parents who buy Cheestrings, Scoffies and Yollies frequently, as well as attracting new fans to the dairy portfolio,” concludes Southern.

The on-pack promotion will be live in-store across grocery and impulse channels from 10th July for 10 weeks.