ConAgra Foods’ Kid Cuisine® Brand Launches Integrated Marketing Promotion with ‘Planet 51TM’ Animated Movie
November 19 2009 - 1:52PM
Business Wire
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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