The Taste of Cinema: Turning Indulgence into Experience with Monty Bojangles

Monty Bojangles

Media Planning & Buying

Media Strategy

The Brand

Monty Bojangles is a premium confectionery brand, offering irresistibly delicious chocolatey truffle treats. Monty Bojangles brings together unique flavours, textures, and creativity to make every chocolate moment a celebration of pure, enjoyment.

The Challenge

The brand faced three significant barriers in 2025:

• Highly competitive Christmas festive period

• Heavy promotional competition within the confectionery category

• Increasing HFSS restrictions limiting traditional advertising environments

In addition, any discount-led retail activation risked eroding brand value, while standard AV advertising alone would not deliver physical product experience.

Our challenge was to drive large-scale product trial during the most competitive retail period of the year, whilst protecting its premium brand value and operating within HFSS advertising restrictions.

‍

Strategy

Everyman cinemas offer a boutique entertainment experience, with audiences actively seeking indulgence and escapism.

Our campaign ran across the Everyman estate, where for every hot drink purchased, cinemagoers were served a complimentary Monty Bojangles chocolatey truffle.

Rather than interrupting the cinema experience with advertising alone, Monty Bojangles would integrate into the moment of consumption itself.

To reinforce brand messaging, new Monty Bojangles AV creative was scheduled within HFSS-compliant films, and a bespoke 20-second partnership message ran within the Everyman trailer reel. This sequencing created a powerful reinforcement loop:

See the brand → Receive the chocolatey truffle → Consume during the film.

The combination of visual messaging and physical product experience significantly strengthened recall and emotional association.

The bespoke partnership extended across multiple touchpoints including features within Everyman newsletters, In-foyer POS OOH activity, social media amplification across Everyman channels and a dedicated competition hub page on EverymanCinema.com.

‍

Results

+200%

Sample over delivery

49.38%

sales uplift in hero product YOY

+22%

media value achieved of total campaign cost

Our most exciting partnership to date! Everyman was a natural fit for Monty Bojangles. Our audience actively seeks indulgent moments, and the cinema environment provided the perfect setting to introduce our chocolatey truffles as part of that experience. By integrating sampling directly into Everyman’s hospitality service, we were able to place the product into consumers’ hands at exactly the right moment, transforming a media placement into an experiential, sensory brand experience. Combining large-scale product trial with cinema advertising and in-venue touchpoints created a powerful reinforcement loop: audiences saw the brand, experienced the product and associated it with a premium leisure occasion – it was perfect! The response from customers was exceptional, and the campaign played an important role in delivering our strongest Christmas trading period to date.

Sally Fenton

CMO, Monty Bojangles