ConAgra Foods and NBC have joined forces in a strategic move, promoting Orville Redenbacher’s Gourmet Popping Corn with the thrill and excitement of NBC’s new program Crusoe as the perfect combination for an evening of quality, family time.
Through ten-second promotional spots that air immediately before and after the program, families are encouraged to pop a bowl of Orville Redenbacher’s popcorn and gather around the television each Friday night to watch the new family adventure show, Crusoe.
“This partnership is a great opportunity to showcase the social quality of a bowl of Orville Redenbacher’s popcorn by emphasizing the way popcorn and quality television programming from NBC can bring people together and create a special moment,” said Stan Jacot, vice president & general manager, ConAgra Foods.
The promotion is part of a year-long partnership between Orville Redenbacher’s and NBC, and leverages assets from both sides to build excitement for social, co-viewing of NBC programming. Prior to the series premier, Orville Redenbacher’s placed ads online and in weekly publications, co-promoting Orville and Crusoe.
NBC produced the ten-second spots, and incorporated Orville Redenbacher’s popcorn in its publicity surrounding the new program, which included PR and product sampling in New York City the week of the show’s premiere.
Long-term, the promotion will incorporate a variety of family-oriented programs from NBC’s prime-time line-up with continued use of promotional activities encouraging consumers to enjoy NBC programs and Orville Redenbacher’s popcorn together.