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House Foods America has rolled out a family-centered campaign in partnership with DreamWorks Animation SKG Inc.’s “Kung Fu Panda 2,” the sequel to its hit animated movie of 2008. The collaboration enables Garden Grove, Calif.-based House Foods to feature popular film characters Po and the Furious Five in promotions for its tofu product line. The new film premieres on May 26.
“‘Kung Fu Panda 2’ and Po are a natural, organic fit for the House Foods’ product line,” noted House Foods marketing supervisor Yoko Difrancia. “The film, featuring the food-loving panda, is a great way to introduce families and kids to tofu and its myriad health benefits.”
“In DreamWorks Animation’s ‘Kung Fu Panda’ movies, Po grew up working in his family’s tofu and noodle shop, where he is now a legend,” explained Susan Spencer, head of national promotions and marketing services for Glendale, Calif.-based DreamWorks Animation, adding that House Foods partnership would allow “parents to bring ‘Kung Fu Panda’ home to the kitchen through this great product line of tofu and other food items.”
The campaign kicked off on April 17 with a nationwide FSI newspaper coupon ad and the launch of a microsite, www.kungfutofu2.com that promotes the film along with the nutritional advantages of tofu. The site also offers a sweepstakes to win a trip for four to China, a “tofupedia,” tofu advice from a registered dietitian, cooking tips, and recipes for the whole family.
House Foods is also releasing limited-edition packaging of ‘Kung Fu Panda 2’-branded Premium and Organic Tofu, starring main character Po. Print and online ads will appear on and in such venues as CookingLight.com, Chopsticks, Edible SF, Edible East Bay and Edible Sacramento. Additionally, outdoor ads are running for four weeks from April 18 on the New Jersey Lincoln Tunnel billboard, Manhattan Grayline buses, the San Francisco Bay Bridge and the Oakland/East Bay Highway 880.
Phase two of the campaign is timed for the fall to coincide with the DVD release of “Kung Fu Panda 2.” At that time, House Foods’ Mabo Tofu Sauce mix will feature special movie tie-in packaging.
“By positioning tofu as a nutritious, powerful food that keeps warriors such as Po and the Furious Five kung-fu ready for any adventure that comes their way, we hope families and kids nationwide discover tofu’s potential as a superfood,” said Difrancia.