What the Smurf? Movie release boosts blueberry promotion - The Packer

What the Smurf? Movie release boosts blueberry promotion

12/13/2011 02:42:00 PM
Don Schrack

The Dec. 2 release on DVD and Blu-Ray of “The Smurfs” animated film and the ramping up of the Chilean blueberry harvest are giving North American retailers another opportunity to cash in on the popularity of the blue cartoon characters.

“Consumers respond amazingly well to the Smurf-labeled packages,” said Julia Inestroza, marketing manager for Los Angeles-based Gourmet Trading Co.

Earlier this year, Gourmet Trading launched a Smurfs’ label tie-in with its domestic blueberry harvest and the motion picture’s release in theaters.

The promotion has concluded, but blueberry sales opportunities continue.

“Shoppers are buying more than just one clamshell, because they want to have all four of the Smurf characters featured on our labels,” Inestroza said. “We have the labels available for retailers if they want to go for a full on Smurfs ad.”

The smurfberries featured in the film look exactly like blueberries, she said.

The Chilean blueberries imported by Gourmet Trading are available in one pint clamshells.

The New Zealand division of Gourmet Trading is launching a similar promotion, Inestroza said, in conjunction with that country’s blueberry harvest and the Jan. 11 release of the motion picture on DVD and Blu-Ray in New Zealand.



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