Virgin Atlantic has signed a deal which will see the airline supply Pearl & Dean branded ice-cream on its flights.
Virgin Atlantic claims the deal will give its passengers the “complete cinema in the sky” experience.
The partnership reflects Pearl & Dean’s strategy to move away from its core business of cinema advertising to become a lifestyle and entertainment brand.
The deal will start on December 17 with Virgin Atlantic passengers given the branded ice-cream as they watch films during their flights.
The films will be preceded by Pearl & Dean credits and advertising reel.
The tie-up cements last year’s deal between the pair, when Pearl & Dean agreed to deliver in-flight film advertising opportunities on Virgin Atlantic’s digital entertainment system.
Pearl & Dean is now seeking further partners as it looks to raise the awareness of its branded ice-cream.
Howard Warren, business development director at Pearl & Dean, says: “Virgin Atlantic wanted to use the iconic Pearl & Dean branding on its ice-cream to really complete the in-flight cinema experience for passengers.”
Separately, banking group Investec is running a 60-second specially extended commercial on Virgin Atlantic flights for two months, beginning this month.