Ralph’s TAKES THE ROAD

The Road to El Dorado now leads through Ralphs supermarkets.
In addition to a toy tie-in with Burger King, DreamWorks SKG is also spending part of the estimated $50 million marketing budget for its animated feature The Road to El Dorado on a promotion with Ralphs. Shoppers who spend $250 at the supermarket through early April will receive two free tickets to the movie.
Ralphs agency Heil-Brice Retail Advertising, Newport Beach, Calif., broke TV, radio, print, direct mail and in-store ads last week touting the promotion.
One TV spot beams, “Now playing at Ralphs: One of the biggest events in supermarket history.”
“We really viewed the supermarket arena as something that was untapped, particularly for an animated movie that has huge family appeal. It was an ideal fit between our target customer and theirs,” said DreamWorks consumer product marketing chief Anne Globe.
She also praised the Heil-Brice and Ralphs teams for smoothly integrating the promotion into their regular advertising.
–James Zolta