October 14, 2008
Orville Redenbacher’s(R) Gourmet(R) Popping Corn and Crunch ‘N Munch(R) Celebrate the DVD Release of Indiana Jones(TM) and the Kingdom of the Crystal Skull(TM)
Indiana Jones and the Kingdom of the Crystal Skull is one of the most popular movies of the year, and as it comes to DVD today, two of ConAgra Foods' popular popcorn brands - Orville Redenbacher's Gourmet Popping Corn and Crunch 'n Munch - are joining in the adventure.
The two popcorn brands have created a fully integrated promotional campaign for the highly anticipated release of the DVD, from Lucasfilm Ltd. and Paramount Home Entertainment. As part of the promotion, consumers can receive a $10 mail-in rebate on the DVD purchase of Indiana Jones and the Kingdom of the Crystal Skull when they buy two boxes of Orville Redenbacher's microwave popcorn and one box of either Crunch 'n Munch caramel corn or an extra box of Orville Redenbacher's.
To generate buzz about the $10 DVD rebate offer, the two popcorn brands are launching a fully integrated promotional campaign, including a television spot that marks the first time Orville Redenbacher's has created television advertising to support a consumer promotion. The 15- and 30-second spots, which reflect the movie's popularity and the brand's marketing strategy, show a family using Indiana Jones-like whips to turn off the lights, grab a bowl of Orville Redenbacher's popcorn and turn on the DVD player - setting the mood for the perfect family movie night.
"Indiana Jones and the Kingdom of the Crystal Skull was so popular in theaters, and the DVD release has been so highly anticipated, that it made sense to create a promotion as big as the movie itself," said Dave Linne, senior vice president of Advertising, ConAgra Foods. "Plus, movies and popcorn are such a natural fit that the connection makes the promotion and the TV ad all the more relevant and dynamic."
The commercials launched nationally Oct. 8 and will run through October during such programs as ABC's Ugly Betty and Supernanny and NBC's Knight Rider, Crusoe and Life. Cable networks running the ads include TBS, TNT, the Food Network, FX, TLC, HGTV, Travel Channel, Oxygen, Lifetime and TV Land.
In addition to the promotional TV spots, consumers will learn about the $10 DVD rebate offer on specially marked boxes of Orville Redenbacher's and Crunch 'n Munch, on shelves and in attention-grabbing displays nationwide.
About ConAgra Foods
ConAgra Foods, Inc., (NYSE: CAG) is one of North America's leading packaged food companies, serving grocery retailers, as well as restaurants and other foodservice establishments. Popular ConAgra Foods consumer brands include: Banquet, Chef Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt's, Marie Callender's, Orville Redenbacher's, PAM and many others. For more information, please visit us at www.conagrafoods.com.