A movie marketing tie-in for Planet 51 has launched on two limited-edition Kid Cuisine meals. ConAgra Foods recently paired up with Columbia Pictures to promote the kids' animated adventure, which hit theaters on Friday.The campaign also includes promotional packaging, a sweepstakes and online advertising. The Kid Cuisine Planet 51-themed packaging features codes, allowing kids to access six different games at www.kidcuisine.com. Players compete to win instant prizes, as well as enter to win a grand prize—a Planet 51 screening party with friends.
"Integrated promotions are critical for Kid Cuisine to drive kid requests for our meals and strengthen brand equity among children," says Tim Ehresman, vice president and general manager of ConAgra Foods. "When Kid Cuisine partners with strong licensed properties, we've seen measurable sales increases. 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."
