ConAgra Foods’ Kid Cuisine announced a new integrated marketing promotion with Columbia Pictures’ “Planet 51”. Through a series of TV spots that aired this summer, kids watched the brand’s animated penguin character “KC” travel from planet to planet in search of the best foods to take back to Earth. The latest spot features Kid Cuisine’s “KC” in the “Planet 51” animated world using scenes from the movie. The commercial, via Geppetto Group, airs on Nickelodeon, Cartoon Network and Disney XD, and is available for viewing on Kidcuisine.com.
To reinforce the movie tie-in and get kids even more engaged with Kid Cuisine, the campaign includes online advertising, two limited edition meals, promotional packaging and a sweepstakes. The messaging asks kids to help the brand’s KC penguin character return to Earth, just as Astronaut Chuck is trying to do in “Planet 51.” Using codes found on Kid Cuisine packages, kids can play six different games on Kidcuisine.com to help KC return home. Online banner ads appearing on Nick.com and Neopets.com also direct viewers to the online games. Kids can play daily to win instant prizes and also be entered to win the grand prize – a Planet 51 screening party with all their friends. More than 35,000 plays have been recorded since the games went live in late October.
