Kraft Foods teams with fitness chain Curves International for a yearlong calendar of joint promotions targeting women.
First up is a January-February flight: Consumers who buy three Kraft products (from among 24-plus participating brands) get three free workout sessions at Curves. A Jan. 4 FSI announces the offer. Women redeem three proofs of purchase at any of Curves’ 6,000 locations for three coupons each good for a free 30-minute workout.
In May, Curves’ gyms will each award a gift basket of Kraft products in a random drawing. Package bursts, P-O-P and newspaper ads tout the partnership throughout the year.
The partnership gives Northfield, IL-based Kraft access to Curves’ two million members. The kickoff promo—timed to New Years’ resolution season—gives Waco, TX-based Curves a venue to sample its workout classes with non-members.
“Kraft Foods and Curves both reach out to the on-the-go consumer looking for healthy living alternatives, and this year-long partnership presents a win-win opportunity,” says Kraft category promotion manager Nancy Faralisz in a statement.
“The variety of food choices available at Kraft Foods ties in extremely well to the Curves weight-loss program and the … total body workout philosophy of Curves,” says Curves CEO Gary Heavin in a statement.
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