Mar 28, 2008 6:04 AM, PROMO Xtra, By Amy Johannes

NatureSweet is using free music downloads from Disney to promote its Cherubs tomatoes.

NatureSweet, a producer of bite-sized tomatoes, is teaming up with Disney to promote healthy snacking options for kids and moms.

The brand is promoting its sweet-tasting Cherub tomatoes to drive trial with an on pack offer for free music downloads from Walt Disney Records upcoming “Disneymania 6” CD.

Starting next month, packages of Cherubs will contain a code people can enter at http://www.cherubsradiodisney.com, to download a song from the CD before its May 20 release. One free download will be available per package. NatureSweet, which is owned by Desert Glory, will release other songs over the next several weeks. The site launches April 3.

“We wanted to develop a promotion that could target a dual audience of kids and moms, but do it in an interactive way,” said Sean Frisby, NatureSweet's marketing director.

The microsite will also offer a 55-cent coupon off Cherubs, as well as an interactive game that lets kids bounce tomatoes into a package online.
The promotion also includes a sampling component. Radio Disney's Party Patrol will hit nine markets starting April 18 and hand out coupons redeemable for a free package of Cherubs. The efforts will run through early May. Stops include Dallas, Denver, Houston, San Antonio, TX, Tulsa, AZ, Phoenix, Kansas City, KS, St. Louis and San Francisco. Teams will also hand out snack containers as premiums to store the tomatoes, Frisby said.

NatureSweet is also running an online sweepstakes with Disney offering a chance to win a trip to Hollywood for four and a private lunch with Selena Gomez, from Disney's show “Wizards of Waverly Place.” The sweepstakes runs through June.

Radio spots, FSIs and P-O-P will support the download offer and sweepstakes.

Alcone handles the Disney promotion, Shark Media is in charge of media buying and the Richards Group oversees creative and production of the radio content.

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