Taron Egerton (left) stars alongside Hugh Jackman in the new film.
Arla Foods has partnered with film studio Lionsgate to support the release of a feature film about “Eddie the Eagle” Edwards.
The film, starring Taron Egerton in the title role and released on 1 April, charts the real-life story of British ski-jumper Edwards and his quest to reach the 1988 Winter Olympics in Calgary. Milk plays a central role in the film as the “drink of champions”, with Edwards a devoted milk drinker who at one point swaps traditional après-ski beverages for a glass of milk as he celebrates his achievements at the games.
As part of its filtered milk brand Cravendale, Arla has created a special version of its Milk Drinker’s Milk advert to support the partnership and celebrate milk drinkers across the UK. In the advert, which will run for four weeks from 21 March, Eddie the Eagle himself appears alongside Cravendale’s Milk Drinker character in a step to encourage consumers to switch from other brands.
To coincide with the film’s release, Arla Cravendale will launch a series of competitions on its Facebook page, rewarding Cravendale fans and helping to draw more milk drinkers to the brand. Giveaways include 2,000 tickets for advanced screenings of the film in 20 locations across the UK; five pairs of tickets for the 17 March premiere; 20 Eddie the Eagle-themed goody bags, including a milk drinker glass; a private screening for a person and 20 of their friends; plus a four-person skiing holiday in the Bavarian Alps.
Claire Mackintosh, brand manager for Cravendale, said: “We are very excited to have partnered with the Eddie the Eagle movie. Eddie is a much-loved sporting hero, and his character is proof that milk is the drink of champions. His quirky character personifies everything that the Cravendale brand stands for, and through our social media activity we aim to encourage milk drinkers to choose Cravendale as their milk of choice.”
Lionsgate promotions manager Simon Dunstan added: “The partnership with Eddie the Eagle and Cravendale was a natural fit. We’re delighted to be able to connect fans of the film and fans of Eddie with Cravendale through strategic, targeted and exciting promotions.”
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