Bimbo Canada goes Jurassic with cross-category promo » strategy & More News Here

When Bimbo Canada determined to launch a summer season promotion of cinematic proportions, it appeared again. Way again.

The CPG model – recognized for manufacturers like Dempsters, Villaggio, Takis and the Vachon snack portfolio – has paired up with the Jurassic movie franchise in a bid to take a large chunk out of customers’ summer season buying lists. Starting from the Victoria Day lengthy weekend, it has rolled out specialised packaging and in-store promotional components, together with full-scale dino shows. These are being supported by a film supply beginning on June 9 – when Jurassic World Dominion launches in theatres – and operating via to August, whereas provides final.

“We really thought that it’s about time to create something exciting, that can be brought to life in-store, and also give back to our consumers by giving them a really strong movie offer that they can go and enjoy with their families,” says Karena van Kippersluis, senior supervisor of customer advertising and marketing and promotions at Bimbo Canada. “We started doing cross-category programs because we have a much larger portfolio now. We have chips and snack cakes – and this is a really good opportunity to bring it all together. It really does jump in-store, so our retailers have gotten on board, giving it prime position.”

Bimbo acquired Canada Bread in 2014, adopted by buying Saputo’s bakery division the next 12 months.

Among the collaborating merchandise within the promotion are Bimbo’s Twinkie line of snack desserts and Takis tortilla chips, each of which have had their packaging up to date to incorporate photographs of the velociraptor character Blue. Its bread and bun merchandise – beneath Pom, Villagio and Dempsters manufacturers – characteristic the T-rex.

When customers buy one of many bread or bun merchandise, one of many Hostess merchandise and one of many Takis merchandise, they’ll take their receipt, add it on-line and spin a digital wheel for a assured free grownup or little one film ticket, or a purchase one get one supply for adults or youngsters.

Bimbo paired with the Jurassic model as a result of “it really has that longevity,” van Kippersluis says. That additionally meant it had a variety of characters – and dinosaurs – that might be put entrance and centre in placing shows and packages.

“There’s been a number of movies now, spanning many generations, and we have a wide portfolio of products that appeal to all different consumers,” she explains. “That was the most exciting thing for us when we started having these conversations.”

The supply was developed instantly with NBC and the company the movie studio makes use of in Canada, Brand Extreme. It is being promoted throughout the CPG’s numerous social channels by its model groups. “We’re really tried to leverage all of the activities going on with each of our brands during this period, and we’re making sure they’re all communicating the same message about this great offer,” van Kippersluis says.

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