Universal Studios, Los Angeles, has set deals with Heinz North America, Pittsburgh, and Kmart Corp., Detroit, for promos supporting the Nov. 20 video release of "Dr. Seuss' How the Grinch Stole Christmas."
Heinz offers a "Grinch" watch for $5.69 with purchase of Heinz ketchup and Ore-Ida potatoes. The mail-in offer runs on nine million ketchup bottles and nearly three million Ore-Ida packages in October and November.
A rebate offer on Heinz EZ Squirt (green ketchup) will give $5 off the DVD or VHS with two proofs. Two million EZ Squirt bottles bear "Grinch" characters including the Grinch on green bottles, Max the Dog on Funky Purple bottles, and Cindy Lou Who on red bottles. TV spots and a Nov. 25 FSI support.
Separately, Kmart will paint its sponsored NASCAR car (driven by Jimmy Spencer) with "Grinch" images for the Nov. 16-18 NAPA 500 in Atlanta. Kmart's 2,100 stores and bluelight.com will sell the video. Kmart, which handles in-house, did a similar paint job on Spencer's car when Universal released "The Mummy Returns" on video. "My kids are thrilled because I keep getting to work with such big Hollywood names," says Spencer.
