MONTVALE, N.J. -- A&P here has launched a cross promotion for America's Choice private-label products with beanbag toys inspired by the new movie "The King and I."
America's Choice has teamed up with Morgan Creek Productions and Warner Bros. to provide consumers with Rama, the King's panther; Tusker, a baby elephant; and Moonshee, a monkey. The toys vary in price with the number of proofs-of-purchase: $3.99 and two universal product codes for one toy; $6.99 and four UPCs for two toys; and $9.99 and six UPCs for three toys. The offer is good through June 30 or while supplies last.
The promotion involves such grocery items as ice cream, cookies, fruit snacks, diapers, macaroni-and-cheese dinners, hot cocoa, microwave popcorn, bagged candy and bread, as well as items like America's Choice milk and chilled orange juice.
"We thought it was a great opportunity to tie in with a major motion-picture release and at the same time promote our private label," said Andy Carrano, vice president of marketing and corporate affairs at A&P.
A&P will donate 50 cents to the United States Committee for UNICEF for every toy order that is generated.
Nearly all 700 A&P supermarket outlets are involved in the program. The chain has advertised the promotion in 9 million circulars sent out over a four-week period last month. In addition, stores are advertising with posters and counter cards.
Scott Allison, senior vice president for the Gable Group, the San Diego, Calif.-based marketing and public relations firm that spearheaded the promotion, noted that a private-label partnership has distinct advantages.
"We felt that a private-label packaged-goods manufacturer could take an entertainment tie-in promotion like 'The King and I' to a new level," he said. "Unlike branded products, [retailers have control over] private-label placement and distribution throughout their stores."