August 20, 2004

'Super Size Me' to Use Guerilla Marketing Tactics in the U.K.

Brand Republic is reporting that Morgan Spurlock will take the lead of an integrated guerilla marketing effort to coincide with the film's U.K. launch:

Distributor Tartan Films has developed a marketing strategy to target both a mass-market audience and obesity campaigners.

A nationwide consumer push will include guerrilla activity at shopping malls and an outdoor and radio campaign. TV commercials are also being considered.

The film is being co-promoted with the British Heart Foundation, the British Medical Association and Sustain, which lobbies for better food and farming.

The Department of Health has also been asked to put together a panel of experts to talk about the issues raised. This will be filmed and screened in cinemas showing advance previews of the film.

Let's see if they can top the German distributors in the controversy category...Brand Republic