Universal Pictures were looking for a relevant brand partner to help raise awareness of The Addams Family, in cinemas on October 25.

The first feature-length animated outing for the iconic family presented a wonderful opportunity for brands looking to gain cut-through during the busy Halloween marketing occasion, with the kooky Addams characters presenting fun and unusual ways to engage a broad consumer demographic.


Drawing upon the shared family target audience, Brand Culture facilitated a partnership with Italian American restaurant brand Frankie & Benny’s for an Addams Family themed Halloween promotion.

Partnering with the restaurant chain not only gave them a fun, fresh way to make the most of the Halloween occasion in a highly relevant way, but also encouraged cinema ticket purchase to see the film, as many Frankie & Benny’s restaurants are located next to cinemas in retail parks.

Alongside exposure on the brand’s social and digital channels, Frankie & Benny’s Cheshire Oaks restaurant was treated to a full experiential takeover for two weeks around the film’s launch.