What does a power-hungry baby boy have to do with a sushi brand? This seemingly unlikely alliance turned into a win-win partnership for all involved!

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THE CLIENT BRIEF:

The Boss Baby was the first release of what was to become a globally successful franchise about a baby who is actually a secret agent in the war for adults' love between babies and puppies.

20th Century Fox was looking for additional exposure for the film through partner channels and offered “money can’t buy” AV content, plus co-branding opportunities.

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THE IDEA:

We knew that this baby executive fuelled his day with Spicy Tuna Sushi. Therefore, with some great AV content to play with and a well-developed concept, we went into partnership with New Zealand’s largest sushi chain, St Pierre’s Sushi. St Pierre’s Sushi had a small but dynamic marketing team who knew how to have fun with the brand, so they made the perfect partner for this adventurous children’s movie.

The partnership had to deliver on the critical drivers for both partners, which included increasing tickets sales and promotion of the movie through partner channels; increasing sushi sales; and increasing foot traffic in store.

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THE PARTNER OBJECTIVES:

St Pierre’s wanted to create a campaign that connected with culture that brought to life their fun brand personality. As well as recruiting new customers and engaging their current customer base in an entirely new, and rather unexpected, way.

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THE RESULTS:

The Power Lunch was a win-win partnership that included the development of the St Pierre’s Sushi Spicy Tuna Roll, supported with in-store, digital, ATL radio and outdoor promotional activity. Whilst the 20th Century Fox creative team supported St Pierre’s internal team to deliver a dual-branded campaign using brand, AV and audio assets from the film, plus money-can’t buy prize packs and in-season tickets to the film.

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