Ralphs is out with a consumer promotion that bows the grocery store’s first-ever customized movie card.
The card, accepted only in movie theaters, was created via a partnership with American Express Incentive Services, who provided the pre-paid cards as a reward for an in-store promotion touting the March 31 release of Ice Age: The Meltdown.
Southern California Club members who buy $40 worth of products from participating brands between March 8 and April 4 will get the American Express-branded card valued at $16, which integrates the Ralphs and Fox logos. The cards can be used at any U.S. theater for tickets or concession items.
The pre-paid card replaced Ralphs paper gift certificates.
Other brands participating include Breyers, Coca-Cola, ConAgra Foods, Gatorade, Good Humor, Keebler, Kellogg’s, Kimberly-Clark and Kraft.
Direct mail and in-store signage support.
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