Big Idea, Inc. is backing the upcoming release of the latest VeggieTales episode with a host of promotions targeting children and adults.
To generate buzz over the Nov. 1 DVD and VHS release of VeggieTales: Lord of the Beans, Big Idea (a subsidiary of Classic Media LLC) is teaming up with QSRs and a packaged goods company to promote the episode.
Returning partner Auntie Anne’s will rollout a seven-week, in-store promotion at 750 locations from Nov. 13 to Dec. 31, offering $3 coupons in 850,000 Auntie Anne’s holiday coupon books; an online sweepstakes and P-O-P support.
Likewise, Tyson Foods will brand 1 million packages of its Fun Nuggets with Lord of the Beans DVD images and a mail-in rebate offer. Consumers who buy two packages of Lord of the Beans Fun Nuggets and a copy of the DVD or VHS will receive a $3 mail-in refund with proof of purchase. On-pack stickers will promote the offer.
Starting Nov. 1, Fresh Express will offer a $3 mail-in-rebate with the purchase of the video release and two Fresh Express Blend salads through Dec. 31. P-O-P, including shelf danglers and rebate tear pads, will support.
Chuck E. Cheese rounds out the campaign by playing the new VeggieTales’ song featured in the episode, “Silly Songs with Elves,” on a video loop at 500 restaurants nationwide.
“Each of these companies offer a high-quality product that appeals to families,” said Greg Fritz, Big Idea VP-marketing. “Chuck E. Cheese is a destination spot for young families. Auntie Anne’s has prominence in hundreds of malls across America. Fresh Express and Tyson are highly visible in grocery stores. Each strategic partner helps us reach our core buyer and audience.”
VeggieTales: Lord of the Beans follows the journey of a Flobbit (Toto Baggypants) who inherits a most unusual and powerful bean. With the help of his mentor, Randalf, and a group of friends, Toto embarks on a journey to discover the purpose of the gift and how it should be used, but faces the dreaded Lord Scaryman along the way. The DVD will sell for $14.98, the VHS for $12.98.
Print ads in Nick Jr., Child, Parenting, Today’s Christian Woman, Charisma and Christian Parenting, online materials and radio spots will support.
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