Walt Disney Studios Home Entertainment is teaming up with Tesco to promote the release of Snow White on Disney Blu-ray and DVD.
The campaign, devised and implemented by Haygarth, will include a national in store ‘scratch card promotion’ on bags of Fun-Size and Sweet Gala apples and launches on Monday 2nd November.
The promotion will be live across 3 million bags of apples in Tesco. A Snow White Scratch Card will be included in every promotional bag of apples offering consumers the chance to win a family holiday to Walt Disney World Florida or a runner-up prize of one of 50 iPod nanos.
Winners are directed to the promotional website (snowwhiteapples.co.uk) to claim their prize, with non-winners also directed to the site to download free apple based recipe cards.
The promotion will be supported in the top 100 Tesco stores with point of sale, including branded shelf barkers, shelf wobblers and bus stops. Each of the 3 million apple bags will also be specifically branded with the Snow White creative and promotional message.
Gbone Adjene, Senior Customer Marketing Manager, Walt Disney Studios Home Entertainment, comments:
“This campaign is a perfect partnership between Walt Disney Studios Home Entertainment and Tesco to deliver a high impact retail campaign for the launch of Snow White on Disney Blu-ray and DVD.
"It meets the joint objectives of increasing awareness for the Blu-ray and DVD launch out of category while bringing the Disney magic, fun and theatre to the produce area.”
The promotion will be live in-store for 3 weeks, leading up to and including the dates of the title release (Blu-ray release 2nd November and DVD release 9th November).
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