Frigo Cheese Heads Launches $1 Million Promo with Looney Tunes
Cheesemaker Saputo ties with Warner Bros.' Looney Tunes: Back in
Action for a $1 million-plus back-to-school promo touting Frigo
Cheese Heads snacks.
The September-through-November promo puts Looney Tunes characters on 9
million packs of Frigo string cheese, with an offer for a free Looney
Tunes CD-ROM with two proofs of purchase. Packages also carry Looney
Tunes games and trivia.
Two FSIs will drop a combined 70 million coupons; ads in kids'
magazines, online at Looney Tunes and Nickelodeon Web sites support. A
school overlay brings a "Tooned-In School Menu" program to 4 million
kids via posters and coupons in school cafeterias. Flair
Communications, Chicago, handles.
The live-action/animation Looney Tunes: Back in Action premieres
Nov. 14. Lincolnshire, IL-based Saputo ran a SpongeBob
SquarePants back-to-school promo for Cheese Heads last year (with
an on-pack offer for a key chain) and a Marvel Superheroes promo in
February-March 2003, with a T-shirt offer and sweeps awarding trips to
Universal Studios Florida.
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