ConAgra Foods’ Kid Cuisine® Brand Launches Integrated Marketing Promotion with ‘Planet 51TM’ Animated Movie

ConAgra Foods’ Kid Cuisine® brand announced today a new, fully integrated marketing promotion with Columbia Pictures’ “Planet 51TM”. The animated adventure comedy opens nationwide tomorrow.

“Integrated promotions are critical for Kid Cuisine to drive kid requests for our meals and strengthen brand equity among children. When Kid Cuisine partners with strong licensed properties, we’ve seen measurable sales increases,” said ConAgra Foods Vice President and General Manager Tim Ehresman. “Because Kid Cuisine is kid-focused and all about fun, ‘Planet 51’ and its adventurous, engaging storyline is the perfect way to connect with our target audience.”

Kid Cuisine sales have increased 9 percent over the past 13 weeks in IRI measured channels*. Ehresman attributes this success in part to tighter, more integrated marketing, increased kid engagement with the brand and a successful new line extension, the Campfire Hot Dog meal.

Through a series of television commercials that aired this summer, kids watched the brand’s animated penguin character “KC” travel from planet to planet in search of the best foods to take back to Earth. The latest television commercial features Kid Cuisine’s “KC” in the “Planet 51” animated world using scenes from the movie. The commercial, produced by Geppetto Group, airs on Nickelodeon, Cartoon Network and Disney XD, and is available for viewing on Kidcuisine.com.

To reinforce the movie tie-in and get kids even more engaged with Kid Cuisine, the campaign includes online advertising, two limited edition meals, promotional packaging and a sweepstakes. The messaging asks kids to help the brand’s KC penguin character return to Earth, just as Astronaut Chuck is trying to do in “Planet 51.” Using codes found on Kid Cuisine packages, kids can play six different games on Kidcuisine.com to help KC return home. Online banner ads appearing on Nick.com and Neopets.com also direct viewers to the online games. Kids can play daily to win instant prizes and also be entered to win the grand prize – a “Planet 51” screening party with all their friends. More than 35,000 plays have been recorded since the games went live in late October.

Kid Cuisine is a brand of ConAgra Foods, Inc., (NYSE: CAG), one of North America’s leading food companies, with brands in 97 percent of America’s households. Consumers find Banquet, Chef Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt’s, Marie Callender’s, Orville Redenbacher’s, PAM, Peter Pan, Reddi-wip and many ConAgra Foods brands in grocery, convenience, mass merchandise and club stores. ConAgra Foods also has a strong business-to-business presence, supplying potato, other vegetable, spice and grain products to a variety of well-known restaurants, foodservice operators and commercial customers. For more information, please visit us at www.conagrafoods.com.

“Planet 51” is a galactic sized animated alien adventure comedy revolving around American astronaut Captain Charles "Chuck" Baker, who lands on Planet 51 thinking he's the first person to step foot on it. To his surprise, he finds that this planet is inhabited by little green people who are happily living in a white picket fence world reminiscent of a cheerfully innocent 1950s America, and whose only fear is that it will be overrun by alien invaders...like Chuck! With the help of his robot companion "Rover" and his new friend Lem, Chuck must navigate his way through the dazzling, but bewildering, landscape of Planet 51 in order to escape becoming a permanent part of the Planet 51 Alien Invaders Space Museum.

This Kid Cuisine promotion meets the guidelines for responsible advertising to children under 12 years of age as set forth in the Children’s Food and Beverage Advertising Initiative, sponsored by the Council of Better Business Bureaus (CBBB).

*As measured by Information Resources Inc., 13 weeks ending Nov. 8, 2009.

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