Applebee’s, Chick-fil-A Back Big Idea DVD Release

Big-name restaurant marketers are rolling out a host of promotions to support the latest Veggie Tales DVD release.

Returning partner Applebee’s will support the new DVD, “3-2-1 Penguins! Save The Planets,” which hits stores Sept. 2, through its national kid’s menu program with 6 million eight-page activity booklets in nearly 2,000 restaurant locations. An online presence at www.Applebees.com runs September through November.

Meanwhile, Chick-fil-A will host VeggieTales Family Night during the first two weeks of September, and include “3-2-1 Penguins” on table tents, coloring sheets, activity pages and coupons in about 400 locations. Chuck E. Cheese will offer sneak peeks of the movie on a video loop at 500 restaurants.

New partner Nathan’s Famous will support the release with menu signage and counter cards. Customers will also receive a $2 coupon off the DVD inside specially marked Nathan’s kid’s meal bags, as part of a special “Penguins’” kid’s meal toy promotion.

Packaged goods company Litehouse Foods, a producer of refrigerated dressings and dips, will offer a $3 mail-in rebate on 2.5 million packages of its Caramel Dip and in 50,000 “Penguins” activity booklets with the purchase of the DVD and dip. Select grocery stores will also give shoppers a free Caramel Dip when they purchase the DVD.

Big Idea’s street teams will be in local communities distributing activity and “coming soon” posters, coloring and activity sheets and coupons. Other efforts include direct-to-church mailings and e-blasts, and advertising in Outreach and Children’s Ministry Magazine. Print ads will also run in Wondertime, Family Fun, MomSense, Today’s Christian Woman, American Profile publications.

The company will also roll out an e-blast campaign targeting moms through Mothers of Preschoolers, American Family Association and Focus on the Family. Advanced sneak peeks of “3-2-1 Penguins: Save The Planets” will be featured on video-sharing Web sites, including www.YouTube.com and www.GodTube.com, the company said.

Big Idea is also using radio to promote the DVD release. Spots will run on Christian and general market stations, along with “Win it before you buy it” promotions. A campaign on the nationally syndicated radio show, “Delilah,” will promote the movie in more than 200 markets in the U.S.

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