Movies love snacks. And whatever strange way you like yours, once the lights go down, anything goes.

Whether you like the sweet and salty mix of peanut butter cups in your popcorn, the tang of sour gummies dipped in nacho cheese, or you just like to drink your soda through a Twizzlers straw, Cineplex has your back — and your perfect snack.

This two-stage campaign put the spotlight on real Concession Confessions — movie-goers favourite snack secrets — first, with some fun, stop-motion animations, followed by video, social, and an in-venue campaign proving that Cineplex won’t judge your often-strange snacking eccentricities, resulting in a shift in consumer behaviour towards combining concessions, and an overall increase in average concession spend, month over month.