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NEW YORK -- In a no-brainer of a tie-in, supermarket chain Winn-Dixie is linking to Fox's upcoming film, "Because of Winn-Dixie," with a new effort designed to reward those who fill shopping baskets ever higher.
This week, the Jacksonville, Fla., chain began offering free tickets to the movie for every purchase over $200. Those who tally up more than $250 also get a copy of the book of the same name. For $300, consumers get tickets, the book and a plush toy version of the dog in the movie, which is named Winn-Dixie.
The promotion runs through Jan. 30 and is supported with TV and radio ads. Fox's movie, starring Jeff Daniels and singer Dave Matthews, is set to open on Feb. 18.
-Todd Wasserman, BrandWeek