L.A.-based creative company Omelet has inked a four-year deal with DreamWorks Animation for promotional rights to engage retailers and design fan engagement programs based around the studio’s slate of popular characters.
Starting this summer, Omelet will integrate DreamWorks’ IPs into multimedia campaigns and customer engagement programs designed to play out at major retailers across the US, Canada, Latin America and the UK. The goal is to help retailers drive basket-spend and frequency by connecting them with the studio’s active fan bases for franchises like Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon, ultimately boosting sales.
Omelet’s new sports and entertainment division, headed up by Charles Croft, will lead the initiative. For close to two decades, Croft worked with The Marketing Store and The Continuity Company, partnering with major corporations like Shell, McDonald’s and Pepsi to launch sports and entertainment rights programs at European retail.