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4 Kids and IT

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Premier handled the UK campaign for the Sky Cinema Original film, FOUR KIDS AND IT, based on the much loved Jacqueline Wilson book with a similar title. Originally planned for a theatrical release on the same day as it hit cinemas, due to COVID 19 the film was successfully released exclusively on Sky Cinema on 4th April.

During these unprecedented times, the team were able to adapt and capitalise on families having to stay inside and the demand for new content to watch at home. This lead to widespread national coverage despite not having any access to the well-known cast. The younger actors helped us to secure blanket coverage within the kids press, and Jacqueline Wilson’s support enabled us to target parents and those who grew up reading her books.

We worked with The Book Fairies to deliver over 300 signed copies of Four Children and It to young readers across the country, originally planned to be hidden in public places to be found, but due to COVID 19 were instead posted to competition winners through social media. This was supported by Russell Brand, Jacqueline Wilson, Andy De Emmony and the younger cast.

With most of the population giving baking a go for the first time, we instructed Great British Bake Off winner Candice Brown to create a Psammead inspired celebration cake with the recipe and method posted across her social channels which received a fantastic response.