Fritos: you only need one hand

The campaign, which was launched in April at 30 cinema sites nationwide, includes promotions coupled with the sampling exercises. Promoters dressed in blue branded Fritos hooded tops and caps and carrying a 'fake' arm cast on their arms to highlight the "Fritos - one hand snack pack", handed out samples to cinema patrons.

Andre Fraunstein, Sales Director, CineMARK, says: "The versatility of cinema as an advertising channel is fast becoming a medium of choice for marketers due to its ability to reach mass audiences when they are most receptive. We have successfully provided Fritos with an opportunity to maximise on brand awareness and increase brand retention by using the cinema environment as an effective promotional tool."