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LOS ANGELES -- The Kroger Co.'s Ralphs division here has joined forces with American Express Incentive Services (AEIS) for a consumer promotion that debuts the grocer's first-ever customized movie card.
The promotion features a prepaid card from AEIS as the reward vehicle for a Ralphs in-store promotion for the March 31 release of "Ice Age The Meltdown."
Ralphs will reward its Southern California Club members for using their club cards on select items from participating brands. Club members who accumulate $40 in qualified purchases between March 8 and April 4 will receive an American Express-branded reward card valued at $16 -- just the right amount for two tickets to see "Ice Age The Meltdown."
Specifically for this promotion, AEIS used its patented card filtering process to create a card accepted only in movie theaters. The reward cards replace Ralphs' traditional paper gift certificate rewards, lending Ralphs several promotional improvements.
Ralphs and Fox featured their logos on the card to fully integrate the reward into the promotion. The cards add the ability to purchase concessions as well as tickets and may be used at any U.S. theater that accepts the American Express Card, as opposed to typical movie cards that are accepted a single chain of theaters. The cards also offer the option to purchase tickets online.
Other brands participating in the promotion include Breyers, Coca-Cola, ConAgra Foods, Gatorade, Good Humor, Keebler, Kellogg's, Kimberly-Clark, and Kraft. Additional promotional materials include direct mail and in-store items such as posters, graphic tags in in-store circulars, tags on qualified product displays, and door and floor clings in the frozen food aisle.
"Ralphs is thrilled to join with AEIS to reward our loyal customers with the opportunity to earn an American Express-branded movie card valued at $16 to see 'Ice Age The Meltdown,'" said Chuck Ackerman, Ralph's s.v.p. of marketing. "Fox's 'Ice Age The Meltdown' promises to be one of the biggest films of the year."
Kroger's Ralph's division operates more than 400 conventional and warehouse-style stores under the Ralphs, Food 4 Less, Foods Co and Cala/Bell banners in California, Nevada, Illinois and Indiana, from its headquarters in Los Angeles.