Posted by Barry Silverstein on January 11, 2011 02:00 PM
Grilled cheese sandwiches are an acknowledged staple of many children's diets. Disney is arguably the best-known kiddie brand on the planet. So it's only natural that the two should come together somehow.
That's exactly what's happening, thanks to Kraft Singles, those handy pre-packaged cheese slices that can be used to make grilled cheese (among other things).
Specially marked wrappers of Kraft Singles carry a promotion for a 50% discount on tickets to any Disney On Ice show, redeemable through May 31, 2011. Disney On Ice is a brand extension of the venerable Disney name that features Disney-character ice skaters in a themed ice-bound extravaganza.
This year and next, five different shows will play in 58 cities — Disney-Pixar Toy Story 3 (a huge franchise in and of itself), Let's Celebrate!, Mickey & Minnie's Magical Journey, Princess Classics, and Princess Wishes.
Kraft Singles senior brand manager Sherina Smith told MarketingDaily that the Kraft Singles/Disney On Ice partnership was the "perfect" family fun/value pairing because it could save a family of four from $20 to as much as $160 on show tickets.
The on-wrap offer can be redeemed in person at the box office, by mailing in the wrapper, or online using a special promotional code that appears on the wrapper. The promotion is being supported by advertising on television, as well as localized radio and print advertising in areas where the shows are taking place. Kraft will also use social media, including Facebook and promotions to "mommy bloggers," as well as in-store promotions.
Kraft has actively promoted Kraft Singles through other partnerships. For example, Kraft partnered with ABC Television (owned by Disney) to run the "Single Best Town" contest last year, in which consumers voted for a town, with the winning town receiving a block party. Kraft has also used Kraft Singles wrappers to promote a BOGO offer for tickets to Tuesday night baseball games in a partnership with Minor League Baseball.
Kraft clearly thinks Kraft Singles has a lot more going for it than grilled cheese alone. The company features different recipes on its U.S. website, as well as a new line extension called Kraft Singles Melt Downs so that "kids can make their own cheesy snacks in seconds."
Internationally, Kraft has created a stand-alone Kraft Singles website for Malaysia and Singapore. This site features an interactive kitchen, in which a cartoon character cow offers up a recipe book including a variety of breakfast, lunch, dinner, and snack items, all using Kraft Singles in one way or another. In Malaysia, Kraft Singles also sponsored a "Senyuman Kraft Singles" game show and an SMS-based contest.