Boomerang Breaks First Consumer Promo

Cartoon Network's classic cartoon sister network, Boomerang, is teaming up with Sunkist Growers, Del Monte Fresh Produce and the National Watermelon Promotion Board next month for the network's first consumer promotion, urging consumers to eat fresh produce.

Through September, the partners will offer The Wacky Days of Summer, a promo tailored specifically for 1,272 Albertsons Supermarkets in 37 markets.

In-store P-O-P including fruit bin wraps, posters and grocery-bag stuffers will support, as well as live weekend events at select Albertsons stores that feature Boomerang costume character appearances, games and radio broadcasts.

Albertsons will also host The Wacky Days of Summer Preferred Card Sweepstakes, which enters into the sweepstakes any shopper who buys fresh produce from one of the partnering brands with their Albertsons Preferred Card. Eight winners will receive an authentic animation production cell signed by cartoon animation legends William Hanna and Joseph Barbera, worth up to $600.

Consumer Effects, Sacramento, CA, handles.