Planning Agency:	Media Edge CIA
Campaign Dates:	May 2005
Target Market:	Main Shoppers with kids aged 4 - 8 who fitted the good parent typology. (The agreed with the statement "I can't stop my kids snacking but I try to make sure the snacks aren't too unhealthy)
Sample:	200 cinemagoers were recruited. 100 mfrom Kids Club (Sat + Sun mornings). 100 from standard kids films (all week). A further 100 were used as a control cell (Hadn't been to the cinema since March 2005)

Objectives:

• To investigate the awareness of Jammie Dodgers sponsoring Kids Club at cinemas.

Results:

• Awareness of Jammie Dodgers sponsorship was double in Kids Club cinemas compared to non Kids Club cinemas.
• People who went to Kids Club cinemas as apposed to non Kids Club cinemas were also shown to be much more likey to buy Jammie Dodgers in the future compared to any other brand of biscuit.
• The spontaneous awareness of the Jammie Dodgers brand at Kids Clubs Cinemas was 42% compared to 29% at non Kids Club cinemas.
• 70% of the sample recalled seeing the on-screen Jammie Dodgers advertising.

Can you recall which brand is currently sponsoring Kids Club?

Which biscuit brands, if any, can you think of?