You are here
GLENDALE, Calif. - Consumer food products giant General Mills and entertainment company DreamWorks SKG announced today that the two companies have formed a strategic worldwide promotional partnership.
The multiple-picture relationship will span several theatrical animated releases and home videos, including Sinbad: Legend of the Seven Seas and the highly anticipated sequel, Shrek 2. Promotional programs will be created for numerous food product categories.
"We see this as a great start to a mutually beneficial and long-term partnership between General Mills and DreamWorks," said Ann Carr, director of General Mills Promotion Marketing Organization. "We think DreamWorks has a great pipeline of quality kid and all-family movies for the next several years, and we are excited to be a part of this."
The alliance will fully integrate DreamWorks movie properties with General Mills' top brands, creating innovative promotions at retail. The partnership also will allow the companies to create unique, account-specific programs and product offerings for retailers worldwide. Marketing efforts will include television and print advertising; on-pack branding on hundreds of millions of products; and in-store support.