Two berry suppliers have collaborated with Hollywood studios on soon-to-be-released animated films as part of their summer promotions.
Watsonville, Calif.-based California Giant Berry Farms is partnering with Sony Pictures on its upcoming film, “Cloudy With a Chance of Meatballs, 2: Revenge of the Leftovers.”
The animated movie, which features animal and food hybrid characters called “food-imals,” includes a walking, talking strawberry named Berry as one of the major food characters.
The partnership will include several promotions, such as a regional event that is expected to include the San Francisco Giants and KNBR radio, director of marketing Cindy Jewell said.
“We are definitely excited about this promotion and have a lot of activities lined up over the next couple of months to help launch the movie and a philanthropic component to support Feeding America,” Jewell said.
The program is set to run in August and September, around the movie’s release date and in support of Hunger Action Month, which is in September.
Jewell said the partnership was a good fit for California Giant for several reasons.
“Since a ‘berry’ is one of the main characters in the movie, we are excited to be the company supporting the berry connection. We did not hesitate in joining the program because of the ‘giving back’ component, which is critical to our marketing efforts in general,’” she said in an e-mail.
Los Angeles-based Gourmet Trading Co., is also working on promotions surrounding the release of a Sony Pictures upcoming animated film, “The Smurfs 2.”
“We did a similar cross-promotion in 2011 when the first Smurfs movie came out in theaters and on DVD,” marketing director Julia Inestroza said.
“In the movie the Smurfs eat ‘smurfberries’ which look very similar to blueberries,” she said in an e-mail.
As part of the promotion, the company has designed special packaging to reflect the promotion.
“The labels will have Smurf characters on them and really draw in the younger crowd who does not necessarily have an awareness of fresh blueberries,” Inestroza said in an e-mail.
The company saw great success with the first Smurfs promotion, especially by featuring several characters on the packs.
“Kids were observed asking their parents to buy one clamshell of each so they could have all the characters. That’s the kind of expansion of the consumer base that really impacts things,” Inestroza said.
The promotion will also give consumers the chance to win a trip for four to Hollywood and the company’s blueberry farm in Delano by going to the company’s website and entering their information for a random drawing.
Inestroza expects the contest to be popular, especially considering the increased interest by consumers in where their food is grown.
“We think it’s very timely considering the increased interest in farms and farming,” she said in an e-mail. The promotion will run from June 15 to Aug. 31.