DOLE IN ANIMATED CAMPAIGN
-- Dole Fresh Fruit Co. here will team up next month with Twentieth Century Fox, Beverly Hills, Calif., to promote the full-length animated feature, "Anastasia." The Dole campaign will include limited-edition, collectible character stickers appearing on bananas and citrus fruit from Nov. 2 through Dec. 27. A 47 million circulation freestanding insert will appear nationally Nov. 16, featuring Dole bananas and citrus, canned pineapple, pineapple juice, tropical fruit salad, mandarin oranges, EZ open Fruit Snacks, chilled and frozen 100% juice, dates, raisins and Dole Fresh Cut Salads. The FSI will offer free movie tickets and "Anastasia" toy coupons to consumers who purchase any four participating Dole products. "Anastasia" will be released Nov. 21 with a promotion budget said to be larger than that of the blockbuster "Independence Day."
BIRDS EYE BLOCKBUSTER
GREEN BAY, Wis. -- Birds Eye here and Blockbuster Entertainment, Dallas, have jointly launched a 10-month ad campaign promoting frozen meal solutions and video rentals. "Dinner & a Movie," Birds Eye's largest promotion ever, offers consumers a Blockbuster video rental coupon when they mail in two proofs of purchase from specially marked packages of Birds Eye Easy Recipe, Pasta Secrets or Stir-Fry products. The campaign will feature peak drive-time radio spots, designed to catch consumers on their way home -- and wondering what to do for dinner. Other elements are newspaper ads and in-store displays. Birds Eye said it intends to roll out new, complete frozen meals in addition to its existing meals and its well-known line of frozen vegetables.
NEWMAN'S GARNISHES THE WEB
WESTPORT, Conn. -- Newman's Own here has launched an official web site featuring recipes, meal suggestions and corporate information at http://www.newmansown.com. Cybersurfers can also read "coming attractions" of new products, participate in contests including the annual "Good Housekeeping" recipe contest and find information about the charitable activities funded by sales of Newman's Own salad dressings, pasta sauces, salsa, lemonade and popcorn. Company founder Paul Newman donates 100% of his after-tax profits to charitable and educational causes. To date, the contributions have added up to more than $80 million.
L'EGGS LEAPS FOR LINE LAUNCH
WINSTON-SALEM, N.C. -- L'eggs Products here has launched a print and TV ad campaign to introduce its newest brand of hosiery, Sheer Comfort. The new campaign will include a 15-second TV commercial and a half-page print spread. Both feature an undefined, animated feminine character. The company said the character represents "everywoman." In the TV spot, the animated figure walks and leaps effortlessly on top of buildings and over fields until she arrives at a mountaintop, where she sits comfortably. A voiceover says, "Comfortable pantyhose does require a leap of faith, but when was the last time you had pantyhose you could leap in? Presenting Sheer Comfort from L'eggs." The commercial is airing on early morning, prime-time and cable-TV programs. The print ad, which is derived from the TV commercial, will break next month in women's magazines such as Better Homes & Gardens, Good Housekeeping and Family Circle. To further support the launch, a national freestanding insert Oct. 26 will reach 45 million consumers with a high-value coupon.
