ConAgra Foods has signed as sponsor of Six Flags, Inc.’s 28 theme parks across North America.
The multi-year deal kicks off in spring 2005 and puts a bevy of ConAgra brands in the parks, including Armour hot dogs, Slim Jim snacks, Swiss Miss cocoa, Reddi-Wip topping, Hunt’s Snack Pack pudding and Orville Redenbacher’s popcorn.
It’s Six Flags’ most extensive sponsorship deal to date, and part of ConAgra’s strategy to target families beyond traditional media.
“Six Flags is an American institution and serves as a great example of such an opportunity [to reach consumers outside of traditional advertising], enabling us to engage families where they live and play,” said ConAgra VP-marketing Roger Berdusco in a statement.
As the “Official Food of Playtime for Six Flags,” ConAgra gets category exclusivity and promotional rights in and outside the parks. It is developing national consumer promos as well as local, regional and account-specific campaigns.
Omaha, NE-based ConAgra also expands its foodservice in the parks and gets naming rights on all in-park family theaters and some rides.
The sponsorship “provides each of us with opportunities to create meaningful consumer and trade promotions that can grow our respective businesses,” said Six Flags Senior VP-Marketing Hank Salemi in a statement.
ConAgra spent $194 million on measured advertising in 2003, and $101 million in the first nine months of 2004, according to TNS Media Intelligence.
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