World Wrestling Entertainment and ConAgra Foods’ Slim Jim announced an integrated promotional deal. Slim Jim will be the “Official Meat Snack of WWE” and is the presenting sponsor of WrestleMania XXVI in Phoenix on 3/28 and SummerSlam in LA 8/15. As part of the deal, WWE Superstar “Edge” will serve as a spokesperson for the heritage snack food.
The one-year deal extends the relationship begun last year as part of the brand’s “Spicy Side” campaign and shows consumers what happens when their alter ego encounters the snap of the bold and spicy flavor of a Slim Jim. It will feature numerous promotional activities involving WWE’s television programming, WWE.com, live events and publications throughout the year.
On behalf of Slim Jim, Edge will be making personal appearances and hosting the “Live Like Edge” sweepstakes as well as “The Slim Jim Showdown,” a mobile phone contest. A new “Spicy Side” commercial featuring Edge will debut on USA Network and MyNetworkTV during Monday Night Raw and Friday Night SmackDown, as well as online at SpicySide.com and WWE.com. The commercial will also be seen at more than 300 WWE live events throughout the year.
The “Spicy Side” campaign demonstrates the constructive energy one’s alter ego may experience following the over-the-top, ‘rip-and-tear’ eating experience of Slim Jim. The campaign integrates TV, experiential marketing, in-store, online and PR, as well as an interactive website at www.spicyside.com that offers gaming and social networking experiences.
Chris Sinta, Conagra’s Director/Sponsorships, tells RBR-TVBR the TV buy includes only WWE’s Monday Night Raw on USA Network and Friday Night Smackdown on My Network.