(Jan. 23) Mann Packing Co. Inc., Salinas, Calif., is teaming up with Kraft Foods Inc., in a co-promotion by applying 350,000 on-pack offers to save 55 cents on Mann’s Broccoli Wokly with the purchase of Kraft grated parmesan cheese.

The promotion begins Jan. 28, according to a news release.

“Kraft wants to increase sales of grated parmesan cheese by communicating usage ideas beyond conventional Italian food such as pizza and pasta,” said Lorri Koster, vice president of marketing, in the release. “Broccoli was identified as the No. 1-vegetable best paired with parmesan cheese.”

Kraft will support the cross-promotion by providing freestanding inserts in 20 markets, 19,000 in-store display-shippers that carry a broccoli recipe and a coupon tear pad. More than 3.5 million coupons were sent to consumers.

“Cross-promotions work for both companies,” Koster said in the release. “We are able to generate incremental usage ideas for both our products and increase sales at the same time.”

Mann Packing has used cross-promotions successfully before to bring center-store brands into the growing fresh-cut vegetable category, according to the release. Previous promotions have been with Disney, Reynolds Wrap and Campbell’s Soup.

Promotion links Kraft cheese, Broccoli Wokly sales