Big Idea Teams with Tyson, Braum’s for VeggieTales DVD
Big Idea, Inc. is rolling out a host of promotions around its upcoming DVD release of VeggieTales: LarryBoy and the Bad Apple, signing on Tyson, Braum’s and Minor League Baseball as promotional partners. The DVD, which hits retail stores Aug. 1, is the brand’s latest LarryBoy episode in seven years.
To generate excitement over the new release, returning partner Tyson Foods will brand more than 600,000 packages of its Fun Nuggets VeggieTales: LarryBoy and the Bad Apple imagery and offer a mail-in rebate. Consumers who buy two packages of Tyson Fun Nuggets and a copy of the DVD will be eligible for a $3 rebate with proof of purchase. Copies of the DVD will cross-promote Tyson Foods and will contain a mail-in rebate. Tyson will also drop an FSI to more than 20 million households in 15 markets in August supporting the DVD release. Tyson Foods handles in-house.
In July, some 450 Chick-Fil-A restaurants will host LarryBoy and the Bad Apple-themed Family Nights. The 90-minute event will include giveaways, games and a review of the DVD. Chick-fil-A handles in-house. Also this summer, Golden Corral Buffet & Grill restaurants will support the DVD release branding kids’ cups, table signs and promo message on receipts. The chain will also offer a downloadable coupon at GoldenCorrall.com for $3 off the VeggieTales DVD.
Likewise in August, Braum’s Ice Cream & Dairy Stores will feature LarryBoy-themed kids’ meals, which include a toy, bag and $2 coupon toward the purchase of the DVD. About 125,000 premiums will be distributed as part of the promotion, said Greg Fritz, Big Idea VP-marketing, estimated. In-store signage and P-O-P support. Tick Tock, Dallas, handles.
“Each [brand] brings something unique to the table,” Fritz said. “They all have a common denominator, they reach families.”
In its first partnership with Big Idea, Eurofresh Farms will sticker more than 1 million packages of its produce products with DVD images in July and August. Chuck E. Cheese returns in September running a video loop in 500 locations of a new theme song for the DVD.
Minor League Baseball will lend a hand promoting the DVD with LarryBoy appearances at more than 30 summer games. The event includes meet and greets with the LarryBoy character, photo opportunities and contests. In addition, some 3,000 churches nationwide will host Family Fun Nights to preview the DVD before the street date as part of a grassroots marketing effort. Some 500,000 attendees are expected through the effort, Fritz said.
“These partners are very effective at reaching Mom,” Fritz said. “They are trusted brands, they are brands Mom depends on. It’s a trusted partners that reaches out target demo” (children three to 9).
For its part, Herschend Entertainment Theme Parks will sell VeggieTales-themed merchandise at its parks and boost the DVD with in-park signage. In addition, the company will show VeggieTales: LarryBoy and the Bad Apple in its Dollywood and Silver Dollar City parks this summer.
In VeggieTales: LarryBoy and the Bad Apple, the Bad Apple is shaking up the quiet town of Bumblyburg, trying to make citizens give in to their temptations. The town’s fearless defender, LarryBoy, tries to save the day. The DVD retails for $14.98.
To further promote the DVD, Big Idea will launch its first-ever LarryBoy video game, LarryBoy and the Bad Apple for PlayStation 2 and Game Boy Advance on Aug. 1. In addition, LarryBoy will hit the streets in a 12-city tour July 28-Aug.12. Stops include Christian stores and Wal-Mart stores in Dallas, Orlando, Los Angeles, Atlanta, Nashville and New York, among others. P.r. will support. TKO Marketing, Nashville, handles.
