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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.
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