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ConAgra Foods’ Kid Cuisine brand has rolled out a fully integrated marketing promotion in connection with Columbia Pictures’ newly opened animated adventure comedy “Planet 51.” The movie tells the story of Capt. Charles “Chuck” Baker, an Earth astronaut who lands on Planet 51 (the name, of course, alludes to Area 51, where top-secret UFO wreckage is said to be housed), which is inhabited by little green people who live in a world reminiscent of 1950s America, and who fear “alien” invaders such as Chuck. The astronaut must try to get home so as to avoid the fate of becoming a permanent exhibit in the Planet 51 Alien Invaders Space Museum.
“Integrated promotions are critical for Kid Cuisine to drive kid requests for our meals and strengthen brand equity among children,” explained Tim Ehresman, VP and general manager at Omaha, Neb.-based ConAgra. “When Kid Cuisine partners with strong licensed properties, we’ve seen measurable sales increases. Because Kid Cuisine is kid-focused and all about fun, ‘Planet 51’ and its adventurous, engaging storyline is the perfect way to connect with our target audience.”
Via a series of TV ads that ran last summer, kids watched the brand’s animated penguin character, KC, travel from planet to planet in search of the best foods to take back to Earth. The latest commercial showed KC in the “Planet 51” animated world, employing scenes from the film. The commercial, produced by Geppetto Group, airs on Nickelodeon, Cartoon Network and Disney XD, and can be viewed on Kidcuisine.com.
The campaign additionally encompasses online advertising, two limited-edition meals, promotional packaging and a sweepstakes. Using codes found on product packages, children can play six games on Kidcuisine.com to help KC get home, just as Chuck hopes to do in “Planet 51.” Online banner ads at Nick.com and Neopets.com also direct viewers to the online games. Kids can play daily to win instant prizes, and also enter to win the grand prize: a “Planet 51” screening party with all of their friends. Over 35,000 plays have been logged since the games went live late last month.