What do you get when you cross table grapes with Mickey Mouse? The answer is a successful cross promotion, according to Dayka & Hackett LLC and Jewel-Osco.
The Reedley, Calif., grower and distributor of table grapes joined efforts with Disney On Ice and Jewel-Osco retailers in Chicago to encourage children to eat more grapes.
Consumers who bought Dayka & Hackett Disney-branded grapes in August and September at the stores received coupons for buy one get one free children’s tickets to the Disney On Ice production of “Mickey and Minnie’s Magical Journey.”
Tim Dayka, partner in Dayka & Hackett, said in a news release that the promotion was twice as effective as anticipated. Consumers redeemed more than 1,000 coupons.
Dayka & Hackett grapes from California featuring Disney characters are available in grocery stores across the country from July through September. From February through March Dayka & Hackett import the Disney-branded grapes from Chile.