Anchor Bay Cross Promotes DVDs with Food

3 Sep, 2010 By: Angelique Flores

---

Anchor Bay Entertainment is gearing up for the upcoming fitness season with a few cross-promotions.

From September through March, the distributor has teamed up with food company Contessa on its “10 Minute Solutions” brand.

Starting now through December, consumers who purchase Contessa MicroSteam meals can get a 10 Minute Solution: Pilates Perfect Body DVD for free with $3.50 for shipping and handling.

From January through March, consumers who purchase three Contessa On the Stove meals can receive Element: Yoga for Beginners for free with $3.50 for shipping and handling.

During the promotions, MicroSteam packs and On the Stove meals will have stickers noting their respective offers, and decals will appear on store freezers, based on retailer acceptance. Contessa will send e-mail blasts to its consumer list in September, October, November and December to tout the promotion. Additionally, a full-page insert will appear in Sunday newspapers Oct. 10 and print ads will run in Food Network Magazine and Military Spouse magazine. A Contessa insert has been included in 10 Minute Solution: Pilates for Beginners, which streets Sept. 7.

“[The promotion] will boost awareness for our new title, Element: Yoga for Stress Release & Flexibility because 2 million frozen meals will be stickered with the promotion’s details,” Julie Cartwright, SVP brand marketing for Anchor Bay Entertainment.

From December 2010 to February 2011, Anchor Bay is partnering with juicemaker Langers. With the purchase of three Langers juice bottles, consumers can receive Element: Yoga for Weight Loss for free, with $3.99 for shipping and handling.

About 1 million juice labels will promote the offer and feature Element: Yoga for Weight Loss on the front panel.

“It’s about 30 million impressions that we wouldn’t have access to otherwise,” Cartwright said about the three promotions. “We really believe that if a consumer tries ‘Element,’ they will become a lifetime fan/consumer, so this is a great way for a new consumer to try our award-winning ‘Element’ brand.”

Anchor Bay over the past few years has partnered with other food companies such as Amy’s Kitchen, Kellogg Special K and Salada Green Tea on “10 Minute Solution” and “Element” DVDs.

“These promotions were very successful, not only in securing additional shelf space at retail for our brands, but also by increasing awareness and adding credibility to these fitness brands,” Cartwright said.

Bookmark it: digg del.icio.us technorati yahoo facebook twitter