Movies love snacks. And, how ever odd you may like yours, anything goes — once the lights go down. Whether you like to mix it up with candy-coated chocolate in your popcorn, dip sour gummies in nacho cheese, or drink your soda through a licorice straw, Cineplex has your back — and your perfect snack.

This two-stage campaign put the spotlight on actual Concession Confessions — movie-goers favourite snack secrets — first with some fun, stop-motion animation, and then confirmation that Cineplex was there to support your sometimes-strange snacking eccentricities — without judgement.

Results: created a shift in customer behaviour toward combining concessions, resulting in increased average concession spend, month over month.