Alouette Embarks on Cinematic Adventure
In time for the holiday season, Alouette Cheese has launched an in-store and online promotion to tie in with the release of the upcoming movie “The Adventures of Tintin,” which premieres Dec. 21. Alouette will tag along with Tintin, an intrepid young reporter whose relentless pursuit of a good story propels him into a world of high adventure. Presented by Paramount Pictures and Columbia Pictures, the film is based on “The Adventures of Tintin” book series by Herge, and produced by Steven Spielberg, Peter Jackson and Kathleen Kennedy.
“We wanted to invigorate buzz with our consumers both in-store and online, to attract not only cheese lovers, but also fans of Tintin who might want to feed their taste for adventure and try our cheeses,” explained Cristina Anton Villa, director of marketing new products at New Holland, Pa.-based Alouette. “Whether you see ‘The Adventures of Tintin’ featured on our packaging in the deli section or cheese counter, on our website, or via our Facebook or Twitter pages, we encourage both Alouette fans and those who’ve never tried our products to embrace their adventurous side and set sail with us for an escapade in entertaining and everyday snacking.”
Visitors to AlouetteCheese.com/Tintin can enter for a chance to win a 10-day trip to Europe, weekend trips to Hollywood, and other daily and weekly prizes such as “The Adventures of Tintin” movie passes and prize packs.
The microsite will also make available a downloadable book of recipes inspired by film and created by Greg Gable, Alouette’s executive chef. Dishes include Alouette Baby Brie Dogs, Alouette Garlic and Herbs Golden Crab Risotto, Alouette Creme de Brie Treasure Chest, Alouette Sweet and Spicy Haddock Explosions, and Alouette Drunken Burning Oar Brie Log S'mores.
In another online element of the promotion, Alouette has introduced the Alouette Ultimate Culinary Adventure Sweepstakes exclusively for its Facebook fans. The contest provides the opportunity for consumers to win one of three culinary adventures: a weekend in Sonoma Valley, Calif.; a food festival in South Beach, Fla.; or a fine-dining restaurant experience in New York. Additionally, every week fans will have a chance to win a prize pack featuring Alouette Cheese, tickets to see the movie, and other “Tintin”-related prizes.
Directed by Spielberg and featuring a screenplay by Steven Moffat (current showrunner of TV’s “Doctor Who”) and Edgar Wright & Joe Cornish, the film stars Jamie Bell (“Billy Elliot,” “Defiance”) in the title role and Daniel Craig (“Quantum of Solace,” “The Girl With the Dragon Tattoo”) as his nemesis, Red Rackham.