Cargill creates tie-in to Disney movie release
Sept. 27, 2012
by Meat&Poultry Staff
WICHITA, Kan. – Cargill turkey brands announced a nationwide holiday promotional campaign with the November release of Disney-Pixar’s film “BRAVE”.
During the promotion period, Nov. 1, 2012 to Jan. 5, 2013, consumers who buy any Honeysuckle White or Shady Brook Farms turkey product, and a “BRAVE” Blu-ray combo pack, are eligible for a $5 mail-in rebate. The promotion was crafted to increase awareness and influence purchasing decisions using an array of traditional and social media marketing tools aimed at 25 to 54 year-olds who buy and prepare food during the holidays.
“We’re pulling out all the stops to heighten the excitement for families this holiday season by providing them with added value from leveraging the collaborative power of the Disney-Pixar and Cargill brands in new and creative ways,” said Mary Richardson, marketing manager of fresh turkey for Cargill Value Added Meats - Retail. “We conducted a substantial amount of research to determine the most effective ways to communicate with consumers responsible for holiday meals at home, and the result is that we’re deploying an array of tools ranging from traditional print advertising; 10-second television commercial spots on NBC, CBS and FOX; radio spots; in-store television and radio and point-of-sale materials such as shelf talkers, floor graphics, wobblers and backer-boards; to a fully integrated digital program using Quick Response (QR) codes; mobile device applications; web sites and social media, with the bulk of our efforts hitting in November.”
The company’s research also highlighted the role of smartphones in helping consumers gather product information.
“We found the use of smart phones for buying holiday turkeys skyrocketed from approximately 8 percent in 2010 to more than 70 percent in 2012," Richardson said. "We know consumers use smart phones for many purposes, and they now use them more frequently to scan barcodes and search for products they see in television advertisements.
“We recognized this as an opportunity and developed elements of our promotional plan to reach consumers via their smart phones, through which we’ll also integrate our promotion of Disney-Pixar’s “BRAVE,” she added.
The film is set in the Highlands of Scotland, and follows the heroic journey of a headstrong, young adventurer named Merida.