Kraft Foods’ Athenos brand is running its first on-pack movie promotion tied to Universal Pictures’ upcoming release of “Mamma Mia.”
Some 3 million packages of Athenos Hummus, Pita Chips, Neo Classic Hummus and Feta Cheese varieties will feature on-pack codes for a free music download from Universal Music Group. Codes can be redeemed online at http://www.gatheraroundathenos.com for songs from the “Mamma Mia” soundtrack or Universal’s entire music collection through Sept. 15.
Products are rolling out in the deli aisle of grocery stores to lead up to “Mamma Mia’s” July 18 release.
“This was a great fit we couldn’t pass up,” Dan Alesia, promotions manager for Athenos, said. “You don’t see many promotions in the deli aisle. The whole celebratory, feel-good tonality of the movie aligned perfectly with the brand.”
In-store, shoppers can pick up coupons for 55 cents off Athenos products from Pita Chip displays, as well as tear pads containing product recipes, Alesia said. More than 3,000 displays will be developed for the promotion.
Visitors to the interactive microsite can watch the movie trailer, learn about Athenos products and pick up some product serving tips. People can also print Mediterranean-inspired recipes, six of which are named after songs inspired by “Mamma Mia.” Shoppers can also obtain planning tips on the site to host summer gatherings and send electronic invitations
Ogilvy Action is in charge of the P-O-P and on-pack materials. OgilvyOne is handling the microsite for Kraft.
“Mamma Mia” follows the well-known musical about 18-year-old Sophie Sheridan who is getting married, but doesn’t know her father. The only way to find out is to invite the three prospects to her wedding.
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