Miffy, that loveable bunny, is hopping her way into Chick-Fil-A kids’ meals as the newest summer premium for the QSR.
More than 400,000 Miffy and Friends books are being distributed in kids’ meals at participating Chick-Fil-A restaurants through September 30. The promotion by Big Tent Entertainment, the licensing partner for Miffy and Friends, targets preschool children to promote literacy.
The promotion marks the first time the brand has joined forces with the QSR
Preschool kids can collect four books in all—Miffy’s Book of Opposites, Miffy’s Family, Miffy Visits the Zoo and Miffy’s Happy Day. Each book will include a coupon offering a discount for SonyWonder’s Miffy and Friends video and DVD, based on the popular Noggin preschool series.
Miffy and Friends details stories about Miffy, a white rabbit, who offers small lessons for everyday adventures and experiences. The brand is celebrating its 50th anniversary this year.
The Miffy brand teamed with Chick-Fil-A to reach its target audience in a new way and promote early reading, said Marja Kerkhof, the brand’s managing director. The promotion gives consumers another way to be exposed to the brand and to books in general, she said.
“Chick-Fil-A is a very nice chain,” Kerkhof said. “A lot of families go there. This is another way of reaching the audiences we want to reach.”
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