SanLucar chills with the kids

The international marketing magazine for fresh produce buyers in Europe
Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

SanLucar chills with the kids

The company’s latest movie tie-in features characters from fifth Ice Age film on fruit packs in Austria and Germany

SanLucar chills with the kids

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SanLucar has signed a cooperation agreement with film producer 20th Century Fox to use the animated characters from the Ice Age film franchise to promote fruit consumption among children.

The deal, the latest in a series of cinema tie-ins, will see characters from the fifth film in the series, Ice age: Collision Course, feature on fruit packs on sale in German and Austrian supermarkets from now until the end of July to coincide with the film’s release.

“Through entertaining animated film figures kids get a playful motivation to eat their daily serving of fruit and veggies and learn how much fun a healthy diet can be,” the company said in a press release.

The animated figures will feature on point-of-sale posters, brochures and the packaging of stonefruit, pineapples, watermelons, grapes and Rubin tomatoes.

In addition, 50 Ice Age merchandising packages and a trip to Sweden for two children and two adults will be raffled. The prize includes a trip to the Swedish town of Luleå, where the winners will spend a night in a real spaceship.

“Up to now children’s movie characters like Paddington Bear, Shaun the Sheep, Heidi and Kung Fu Panda have been ambassadors of the sweet, sunny taste of SanLucar – now the little rascals from Ice Age join them,” SanLucar said.

“By associating famous figures with healthy products our youngsters learn to improve their diet’s quality at an early stage. This way they are able to acquire healthy eating habits on a long-term basis, which may last until adulthood.”

Valencia-based SanLucar produces and markets around 90 fruits and vegetables from more than 35 countries.

 

 

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