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OMAHA, Neb. -- ConAgra Foods, Inc. and Six Flags, Inc. said yesterday that the world's largest regional theme park company has selected one of North America's biggest packaged foods companies as a national food sponsor and the "Official Food of Playtime for Six Flags" for its 28 U.S. parks, beginning with the 2005 theme park season.
Under the multiyear agreement, which represents the most comprehensive sponsorship with a food company in Six Flags' 44-year history, ConAgra will expand its foodservice presence at the parks and have category exclusivity and promotional rights, both in-park and out-of-park, across a host of food categories. Additionally, the company will have naming rights on select major theme park rides at all U.S. parks, and the sponsorship naming rights of Six Flags' in-park family theaters.
"ConAgra Foods is committed to pursuing marketing opportunities outside of traditional advertising to reach consumers in impactful ways," said Roger Berdusco, s.v.p., marketing for ConAgra Foods Retail Products. "Six Flags is an American institution and serves as a great example of such an opportunity, enabling us to engage families where they live and play."
Under the new Six Flags sponsorship, consumers will find ConAgra Foods products featured on menus in all 28 U.S. parks, from brands such as Armour hot dogs and Hunt's ketchup to Orville Redenbacher popcorn and kids' meals that include Hunt's Snack Pack puddings. Promotions and special offers from ConAgra Foods, currently under development, will reach consumers outside the park -- from grocery stores to the dinner table -- and will include local, regional, and customer-specific programs in addition to a national consumer-directed campaign.