Valpak Pushes ‘Horton Hears a Who’ with IHOP, Sweeps
Valpak is teaming up with 20th Century Fox and IHOP to promote the latest animated film “Horton Hears a Who” on 44 million mailers with a sweepstakes.
Valpak has branded its blue envelopes with images from the movie offering the chance to win an IHOP Family dinner for a year. People can enter the sweepstakes at Valpak.com through March 14, the day the film opens nationwide.
Two grand-prize winners will receive 52 IHOP gift cards at $50 each. Valpak will also randomly insert 1,000 $25 IHOP Be My Guest gift certificates in its mailings.
The promotion also includes free offers at IHOP. People can redeem the Valpak envelope for a free Kids’ Meal or short stack order of pancakes.
The partnership between Valpak and IHOP is a good fit. Valpak households are 24% more likely than the U.S. average to visit an IHOP, the company said. What’s more those households spend 21% more than the average U.S. household in eat-in restaurants.
Based on the Dr. Seuss classic, “Horton Hears a Who” is about an imaginative elephant who hears a cry for help coming from a speck of dust floating in the air. Unbeknownst to Horton the particle is home to a city named Who-ville inhabited by Whos. Despite being ridiculed by his neighbors, Horton is determined to help.
