London, 13 May 2024: Working with Notorious Communications, CREATE at Pearl & Dean and sister agency DIVE, announce an exciting new partnership between market leading UK pet food brand Butcher’s Nourishing Food for Dogs and Curzon, the boutique cinema chain.
In a media first, Butcher’s will be the exclusive sponsor of Curzon Dog Day Afternoons, a series of weekly screenings for dog owners to bring their beloved canine companions with them.
Curzon is expanding its Dog Day Afternoons programme from four to six venues: Canterbury, Aldgate, Hoxton, Camden, Sheffield and Knutsford. Butcher’s Nourishing Food for Dogs – which is the first brand to ever sponsor these screenings – will offer complimentary dog treats and £5 vouchers to all dogs and owners.
Butcher’s whole strategic play across the campaign (which also includes investment across TV and YouTube) centres on the power of dogs to enrich the lives of people from all walks of life and the love that Butcher’s puts into its food for dogs to ‘Nourish Them Naturally’.
New co-branded creative, produced by DIVE will run at all 16 Curzon cinemas promoting Butcher’s collaboration with Curzon Dog Day Afternoons. The special dog-friendly screenings will take place weekly at the six venues, showing the latest movies with lowered sound, for the well-behaved dogs attending. Dogs are also welcome in the cinema bar and café before and after the screenings.
Clare Turner, UK Chief Commercial Officer at Pearl & Dean said: “We are always looking for exciting ways to bring brands closer to film and cinema audiences. Curzon’s Dog Day Afternoonsis an exciting concept, and we knew that this was the ideal opportunity for a brand like Butcher’s to reach this highly targeted audience in an authentic way. By offering our canine friends a luxe cinema experience paired with a sample of some of their favourite Butcher’s treats, we’re confident that this will be an experience to remember for Curzon dog owners and their canine companions.”
Nik Wheatley, Co-Founder at Notorious, said: “Our whole campaign has been built around celebrating the power of well-nourished dogs to bring a whole lot of love and joy into our lives – so shared moments together have become a natural focal point. Dog parents are increasingly keen to have their canine companions join them for experiences beyond the daily walk and the Pearl & Dean team demonstrated just how well they understood that. Across all their teams they have worked incredibly hard to bring that extra level of richness to an already impactful video campaign and we are all so excited to see Butcher’s sponsorship of Dog Days come to life.”
Damian Spandley, Managing Director Programme & Sales at Curzon, said: “Like many dog-owners, I felt frustrated that I couldn’t get to the cinema as often as I would like because I couldn’t take my border terrier with me. So we launched dog-friendly screenings last year for customers who are passionate about both dogs and cinema, and I love them because I can take my dog to see the latest releases at my local Curzon. We are delighted to welcome Butcher’s as a sponsor, and their support for the program has allowed us to increase the ‘pawprint’ of Dog Days screenings into more Curzon venues.”
Natasha Bryant, Senior Brand Manager at Butcher’s, added: “This campaign marks a very important moment for Butcher’s after 3 years focussing on strengthening the value and repertoire of our food for dogs, giving owners more choice than ever to nourish modern lifestyles together. As part of this, it is really important for us to reach our customers in an authentic and engaging way, so we are very excited to be working with Curzon and Pearl & Dean on this very special partnership. Curzon Dog Day Afternoons is the perfect adventure for dog owners, giving them the opportunity to share one of their great passions, watching exciting films away in a luxe cinema environment, together with their four-legged friends.”
The partnership, brokered by Pearl & Dean and media agency Notorious Communications, begins on 3rd May, with the first Dog Day screenings on Sunday 19th May!