Well-Pict to promote berries, children’s DVD - The Packer

Well-Pict to promote berries, children’s DVD

03/14/2011 11:20:00 AM
Mike Hornick

Well-Pict plans to promote strawberries this summer with a rebate offer on a DVD from the children’s TV show Chuggington.

The offer is for a $3 check mailed to shoppers who buy a 1-pound Well-Pict strawberry clamshell and one of Anchor Bay Entertainment’s Chuggington DVDs.

The Watsonville, Calif.-based grower-shipper will feature the “It’s Training Time” DVD in marketing materials, but the rebate will be available on any of three discs in a series. The offer is expected to appear on 12 million packages.

“It’s Training Time” is scheduled to be released Aug. 2. Well-Pict’s promotion could appear in retail outlets as soon as late July and will run to October, said Julie Lucido, marketing director.

The animated Chuggington, aimed at ages 2-7, airs on the Disney Junior channel. Its three main characters are trains. The show debuted in the U.S. in 2010 after launching in the United Kingdom in 2008.

“We thought it was a natural match because Chuggington is definitely reaching women and kids, and being on Disney it has good reach,” Lucido said. “It reaches toddlers and up and it’s supported by moms.”

The new DVD includes a Well-Pict insert with recipes, nutrition facts and other information.

“We tried to develop recipes easy for mom to make and have a child assist,” Lucido said. “We’re marketing it as ‘Cook with your kids.’”

One recipe, a strawberry Chugger sandwich, will feature sliced berries and cream cheese with orange zest on Hawaiian or challah bread. Train-shaped cookie cutters for use on sandwich breads will be among the prizes given when Well-Pict’s social media campaign begins, Lucido said.

“It’s still early, but we will be doing print advertising as well as a nationwide campaign, looking for the mom blogs and traditional places for public relations,” she said. “We’re developing point-of-sale materials for retailers to help drive traffic. We hope it boosts berry sales when we traditionally have some competition from the other wonderful summer fruits. We want to encourage retailers to keep those berries up front.”

(Note on correction: Anchor Bay Entertainment is the DVD licenser; Ludorum produces Chuggington.)



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