To help establish a greater emotional connection with viewers, The Weather Channel has formed a partnership with McKee Foods to brand Little Debbie breakfast pastry cartons with an on-pack promotion for Weather Channel merchandise.
More than 50 million packages of Little Debbie breakfast pastries, including Honey Buns, Donut Sticks and Pecan Spinwheels, will offer licensed parkas, golf umbrellas and mini umbrellas from The Weather Channel. Products will rollout in grocery stores nationwide beginning in September.
The six-month promotion, which targets mothers, is designed to build a stronger connection between the network and viewers. This month, The Weather Channel adopted a new tagline “Bringing Weather to Life” to reflect how weather impacts daily life (PROMO Xtra Aug. 16). The goal is to get viewers thinking of the network as something other than a weather source.
“People have such an affinity for the brand,” said Shari Pace, director of licensing and marketing partnership for The Weather Channel. “There’s something about the brand people just want to connect to. It’s one of the ways we can extend our brand.”
The campaign also plugs Your Weather Today, a morning weather program on The Weather Channel. Viewers can tune in to the show while enjoying their favorite Little Debbie breakfast treat, Pace said.
Consumers can purchase specially priced Weather Channel branded parkas ($25), golf umbrellas or mini umbrellas ($14.98) as part of the on-pack promotion. The licensed products are valued at $50 and $25, respectively.
The campaign marks The Weather Channel’s first-ever promotion with the Little Debbie brand, yet a growing movement by the network into the licensing arena. The Weather Channel is entering its second year in the licensing field, said Robyn Coward, senior manager for licensing and marketing partnership.
“We are looking to grow promotionally,” Coward said. “The Weather Channel reaches consumers in such a tangible way. [This is] a great opportunity for The Weather Channel.”
Internet materials and p.r. will support.
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