Redenbacher Popcorn Pushes Rebate Promo with TV Spots
ConAgra is aiming to heat up sales for two of its popcorn brands with a rebate offer tied to the DVD release of the latest film in the “Indiana Jones” series.
Orville Redenbacher’s Gourmet Popping Corn and Crunch ‘n Munch are offering a $10 mail-in rebate for consumers who buy the DVD of “Indiana Jones and the Kingdom of the Crystal Skull” along with two boxes of Redenbacher’s microwave popcorn and one box of Crunch ‘n Munch caramel corn, or another box of the Redenbacher’s brand.
The popcorn brands are pushing the offer with a full-blown media campaign that includes a TV spot running this month during ABC’s “Ugly Betty” and “Supernanny” shows and NBC’s “Knight Rider,” “Crusoe,” and “Life” series. This campaign marks the first time the Redenbacher’s brand has used 15- and 30-second spots to drive a consumer promotion.
The spots, which will also run on several cable networks, depict a family using whips, ala Indiana Jones, to turn out the lights before they grab their popcorn and hit the couch to watch the DVD.
Signage on the popcorn packages will also make consumers aware of the promotion, which runs through mid-December.
ConAgra made the logical link between popcorn and the DVD release because of audience response to the fourth “Indiana Jones” film, which was one of the summer’s biggest box office hits, and the anticipated response to the DVD.
“Orville in general appeals to moms with families. The film appeals to both the adult consumer and to children so it’s something that mom can use to bring the family together,” Genevieve Mazzeo, ConAgra manager of product publicity said.
Conagra targeted TV shows for the campaign that have a significant female viewership, according to Mazzeo, who said the brands expect to get a discernible lift from the promotion.
The DVD must be purchased by Dec. 15 and requests for the rebate must be received by Jan. 15. Rebate forms are available online and proof of purchase from the packages must be included along with the store receipt.
