Big Idea Cooks Up VeggieTales Promos with Applebee's, Tyson Foods

Big Idea, a subsidiary of Classic Media LLC, and Applebee's Neighborhood Bar and Grill have kicked off a three-month long promotion tying in kids meals with the latest VeggieTales episode release.

Applebee's, Tyson Foods offer separate promos for VeggieTales release

As part of the promotion, Applebee's will hand out 5 million VeggiesTales: Duke and the Great Pie War-themed kids meal activity books and cups in more than 1,500 participating restaurants to promote the release of the 25th VeggieTales episode. Each eight-page activity book includes a $2 coupon off the purchase of a Duke and the Great Pie War DVD or VHS tape, which hit retail stores this month.

By tying in with Applebee's kids meals, Big Idea can further leverage the popularity of the VeggieTales brand, said Greg Fritz, VP-marketing for Big Idea. The premium not only gives kids great exposure to the brand, but the additional coupon "gives mom and dad a great value if they decide to purchase the video," he said.

In-store signage and Internet materials support. The promotion runs through June 12.

To further reach consumers, Applebee's is promoting its kids meal premiums on its Web site at Applebees.com, offering visitors a link to an online VeggieTales game and a sweepstakes.

To enter the Duke and the Great Pie War online contest, consumers can log on to Piewar.com and set up an account with their e-mail address. Participants can enter their score after playing the online game Duke and the Great Pie War. In total, 500 prizes will be distributed based on game scores in six categories.

The grand-prize winner will receive a trip for four to tour Big Idea Studios and Dollywood Theme Park in Tennessee. Ten winners with the top 10 scores will receive a $100 Big Idea online studio shopping spree, a Big Idea 10th anniversary baseball cap, a Larry Sings the Blues antenna topper, an autographed copy of Duke and the Great Pie War and an autographed picture of Larry the Cucumber.

The contest runs through March 20. Internet materials support. Big Idea sponsors.

In a separate promotion, Tyson Foods has expanded its partnership with Big Idea to promote the VeggieTales latest release. Tyson Foods will label 1 million packages of its Fun Nuggets with VeggieTales characters and a special mail-in rebate offer.

Consumers who buy two specially marked packages of VeggieTales Tyson Fun Nuggets and the new Duke and the Great Pie War movie will receive a $3 mail-in-refund with proof-of-purchase.

Big Idea, the creator of VeggieTales, will cross promote the offer with special inserts and on-pack stickers on each movie. As part of the movie purchase, Big Idea is also offering consumers a free VeggieTales character mug, Fritz said. The promotion will run for two to three months, he said.

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