Mars Wrigley wants to highlight its M&M’s brand this summer by creating a family-friendly experience for Canadians. The company plans to roll out M&M’s Movie Night, which offers free outdoor movie nights and branded chocolates.

In partnership with four local organizations across Canada, Mars will screen family-friendly films in an outdoor space that will also include a tent with a colourful wall of M&M’s chocolate dispensers. Visitors will also be able to discover their own M&M’s Movie Watching Personality through an interactive quiz, and the first 50 people to visit the experience will receive a branded picnic blanket.

M&M’s will bring it to seven locations in Canada, including Toronto, Calgary, Montreal, and Vancouver. The tour will begin on June 19 in Toronto and go until August 18.

The brand began promoting the pop-up in May with a contest in which consumers could win specific gifts. It aired advertisements on connected TV and social media, and sponsored movies. M&M’s will continue to support the experience with social media ads, public relations and in-store promotions.

The initiative is part of the brand’s “M&M’s Movie Nights with ‘m'” campaign, which includes social media promotion, public relations and in-store incentives in which shoppers can win a $10,000 cash prize to upgrade their home theater and other prizes.

Mars Wrigley Canada director of marketing Patrick Zeng tells Media in Canada that through the experience, M&M’s aims to support local organizations’ efforts to reconnect communities by creating an environment where people can come together, relax and enjoy.

Zeng says it also helps the company keep highlighting the M&M inclusivity message (“For All Funkind”), which has been featured on all of its in-store materials.

“We are focused on connecting with our consumers in interesting ways all while staying true to our individual brands and what they stand for,” Zeng adds. “Our primary objective is to embed our brands at the forefront of culture in order to win with the next generation of snackers while continuing to delight consumers who have been our fans for years.”

EssenceMediaCom handles media buying, while Middle Child is in charge of public relations and influencers. The Mars Agency handles in-store promotions.