US (CA): Table grape grower collaborates with Disney On Ice
Consumers who bought bags of Disney-branded grapes in Chicago-area Jewel-Osco stores during the promotion period this past August and September received a coupon for a buy-one-get-one kid’s ticket to Disney On Ice’s Mickey and Minnie’s Magical Journey at the United Center. Other in-store signage included Disney-themed coupon displays. In the end, the cross-promotion brought in over 1,000 redemptions—doubling expectations.
“Cross promotions in the produce aisle are a great way to encourage kids to eat more fresh produce. We were delighted to work with Disney On Ice and Jewel-Osco to build a successful promotion that gives parents a choice they can feel good about and adds value to retailers,” said Tim Dayka, partner at Dayka & Hackett.
Disney understands the challenges faced by parents in regard to their family's nutrition and wants to be part of the solution. In 2006, Disney announced new food guidelines aimed at giving parents and children more nutritious eating options. As part of its ongoing effort to promote healthier lifestyles, Disney introduced the Magic of Healthy Living – a national multimedia initiative designed to help parents with their quest to raise healthy, happy kids.
Dayka & Hackett grapes featuring Disney characters are available in grocery stores across the country from July through September (California) and February though March (Chile).
Contact:
Tim Dayka
Dayka & Hackett
Tel: +1 559-643-8089
Email: TimD@daykahackett.com