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NatureSweet Cherubs, a brand of sweet bite-sized snacking tomatoes, has joined forces with Radio Disney to support the network’s “N.B.T.: Making It Big,” a new multi-platform daily programming feature detailing the progress of the band Allstar Weekend, Radio Disney’s first-year N.B.T. (Next Big Thing) finalist, which is now signed to Hollywood Records. The integrated marketing campaign will offer NatureSweet consumers and Radio Disney’s 22.2 million fans free digital music downloads (with product purchase), an interactive talent contest and family-friendly local events.
As part of the campaign, NatureSweet will host an online talent contest, “Sweet Sensation, Snack Like An All-Star,” which invites consumers age 6 to 16 to submit videos demonstrating their talents. Entrants uploading their videos to the NatureSweet Cherubs Web site at www.cherubstomatoes.com will vie for a Grand Prize of a family trip for four to Los Angeles to meet Allstar Weekend. Among the other prizes are an Allstar Weekend signed guitar and additional autographed Radio Disney and Allstar Weekend merchandise.
Visitors may vote and comment on their favorite performers, one of which will be named the “Sweetest Sensation.”
Along with the talent contest, digital music codes will be featured on over 9 million NatureSweet packs, enabling consumers to download songs from Allstar Weekend and last year’s N.B.T. winner, Jasmine Sagginario. Additionally, NatureSweet will reach consumers via national on-air media, exposure on Radio Disney.com, and 18 local events in top markets such as Albany, N.Y.; Los Angeles; Chicago; and San Francisco with music, games and NatureSweet product samples.
According to Sean Frisby, marketing director for NatureSweet, the partnership with Burbank, Calif.-based Radio Disney is ideal, since “[w]e share a common dedication to families with kids.”
Described as being twice as sweet as the average tomato, NatureSweet Cherubs from San Antonio-based Desert Glory, Ltd., come in re-sealable “Fruit-Bowl” containers to ensure superior flavor and freshness.