GreenBank Capital Inc (CSE:GBC) said its portfolio company Beelivery Inc is celebrating the cinematic release of Illumination Entertainment's Minions: The Rise of Gru movie by engaging in Beelivery's very first film partnership and co-branding campaign.
GreenBank has a 5.83% ownership in Beelivery, a United Kingdom-based on-demand rapid grocery delivery service.
The Minions are the popular fictional characters from the hit 'Despicable Me' film franchise who also serve as the official mascots for Illumination Entertainment.
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GreenBank said Minions: The Rise of Gru is the latest installment in the iconic series of movies that features A-list Hollywood actor Steve Carell in a starring role. The Rise of Gru tells the origin story of how the world's greatest super villain first met his iconic Minions, forged cinema's most despicable crew, and faced off against "the most unstoppable criminal force ever assembled”.
In coordination with the release of the movie in the UK, Beelivery launched an integrated 30-second TV spot, and a six-week campaign aligning Beelivery's delivery service to The Minions.
For example, on the film's launch day in the UK, Beelivery customers who placed on-demand orders saw their usual delivery driver icon replaced with 'Otto', the newest Minion character introduced in the movie.
Beelivery also launched limited edition Minions grocery bundles, each tied to a specific famous Minions character. Customers also have the chance to win a Minions adventure to San Francisco, where the film is set.
The Beelivery management team expressed confidence in the Minions: The Rise of Gru TV campaign.
Beelivery's chief operating officer Paul Gott said in a statement: “Beelivery is the best performing ‘on-demand’ grocery delivery service in the UK. We are also the best-kept secret in UK grocery delivery. To partner with Minions: The Rise of Gru is a real coup for Beelivery. Our co-branded campaign will help raise awareness across the UK of Beelivery's service, playfully aligning the Minions workforce, who are willing to go above and beyond to support their leader Gru, with Beelivery's service ethic and performance."
GreenBank CEO Terry Pullen said, "We realise the online grocery market is entering a period of consolidation and are extremely encouraged Beelivery are creatively marketing by aligning with this globally-known brand."
Incorporated in 2015 as the first rapid grocery service in the UK, Beelivery has been providing rapid delivery of essential and emergency groceries to doorsteps by connecting independent personal shoppers with customers.
Due to a combination of the company's business model, and the current TV and integrated media campaign, Beelivery has grown significantly over the last two years. Beelivery now has over 100,000 registered personal shoppers on its platform.
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