Cheesemaker Saputo ties with Warner Bros.’ Looney Tunes: Back in Action for a $1 million-plus back-to-school promo touting Frigo Cheese Heads snacks.
The September-through-November promo puts Looney Tunes characters on 9 million packs of Frigo string cheese, with an offer for a free Looney Tunes CD-ROM with two proofs of purchase. Packages also carry Looney Tunes games and trivia.
Two FSIs will drop a combined 70 million coupons; ads in kids’ magazines, online at Looney Tunes and Nickelodeon Web sites support. A school overlay brings a “Tooned-In School Menu” program to 4 million kids via posters and coupons in school cafeterias. Flair Communications, Chicago, handles.
The live-action/animation Looney Tunes: Back in Action premieres Nov. 14. Lincolnshire, IL-based Saputo ran a SpongeBob SquarePants back-to-school promo for Cheese Heads last year (with an on-pack offer for a key chain) and a Marvel Superheroes promo in February-March 2003, with a T-shirt offer and sweeps awarding trips to Universal Studios Florida.