In a co-promotion with DreamWorks Animation and the hit film “Monsters vs. Aliens™,” Tyson Foods has rolled out a major consumer online sweepstakes for the back-to-school time frame. Through Oct. 2, supermarkets across the promotion will take part in the promotion, which features merchandising materials with the “Invasion of Flavor” theme.

Also included in the initiative is a consumer-friendly packaging solution: a resealable, zipper-locked bag that’s microwave-safe for reheating. An earlier Tyson promotion with a new packaging solution gave major participating retailers a sales lift of 60 percent to 170 percent, according to Springdale, Ark.-based Tyson.

Additional features of the promotion are coupons for instant savings on Tyson® Chicken Tenders and a mail-in rebate for $5 off “Monsters vs. Aliens” on DVD or Blu-ray™ disc. “Monsters vs. Aliens” themed point-of-sale materials lead shoppers to the www.InvasionOfFlavor.com Web site to enter the sweepstakes for a chance to win a grand-prize trip for four to tour a movie studio in Los Angeles. Consumers can additionally enter online daily for a chance to win one of over 100 other instant prizes during the contest period. The prizes range in value from $25 to $100 each.

“Tyson Chicken Tenders and Strips are prefect for time-crunched parents when school starts,” said Tyson Deli Marketing senior director Eric LeBlanc Sr. “Plus, co-promoting with DreamWorks Animation and ‘Monsters vs. Aliens’ makes it a win-win for both parents and children.”