MCN and Foxtel, in collaboration with Dentsu Aegis’ premium entertainment agency, The Story Lab, have created a major new 12-month integration partnership between Cadbury and Foxtel Movies in the two brands’ first-ever collaboration.

The market-first deal sees Cadbury partner with Foxtel on a new TV package designed specifically for the confectionary company to create connected moments with their brand and all Australian families.

The partnership includes integration into 10 of Foxtel’s multi-screen movie channels including Premiere, Romance, Action, Comedy, Thriller, More Movies and Masterpiece, plus themed pop-up channels during key viewing periods.

Cadbury will also have a presence on Foxtel’s On Demand movie offering FoxFlicks.

Commencing this Sunday, the partnership sees a series of six 30-second ‘epic movie moments’ featuring a core family cast.

The six seasonal creative pieces, shot exclusively for Cadbury and executed across the 12-month partnership period, aim to demonstrate how Foxtel’s premium movie offering and Cadbury can forge moments of true connection.

In addition to delivering Cadbury’s creative across the Foxtel platform, the campaign will also be supported by themed programming, integrated content, promotions and events.

Foxtel’s head of sponsorships for advertising sales and brand partnerships, Damian Clearly, said: “Cadbury’s partnership with Foxtel Movies embodies the true essence of entertainment like never before, as it marries a new, premium advertising experience provided by Foxtel with a key advertising partner to further enhance the enjoyment of our subscribers.

“True to the values of both organisations, it delivers a mandate of reigniting human connections through the power of film in a fun and relatable way, setting a new benchmark for the brand partnerships team at Foxtel and MCN.

MCN group partnership manager Charlie Brown said: “Foxtel’s Movie offering provided Cadbury with the perfect passion point as movies, the nation’s number one past time, is an experience that can be enjoyed and shared together, just like a block of Cadbury dairy milk chocolate.

“By customising a package which uses one of Foxtel’s premium assets to deliver Cadbury’s brand objectives, we were able to use the power of integration to better connect the brand with their consumers.

“The result is an ongoing presence for Cadbury in Australian households over the next 12 months ensuring deep, consistent awareness and in turn, cut through for their brand.”

The Story Lab’s national managing director, Adriana Colaneri, said: “The Story Lab has brought to life a truly market-first partnership which creatively connects the shared values of two brands in a way that is authentic, engaging and at scale.”