House Foods America, DreamWorks Launch Film Promo

House Foods America, the Garden Grove, Calif.-based tofu producer, has launched its new promotional campaign in partnership with “The Croods,” the newest 3D animated film from DreamWorks Animation SKG, Inc., in theaters March 22.

Through April 30, House Foods America will feature “The Croods” characters in promotion of its tofu product line as well as limited-time inclusion on its packaging. Elements include outdoor advertisements from March 8 through April 4; free standing insert (FSI) newspaper coupon advertisements on March 24; and in-store food demonstrations and sampling nationwide of some of House Foods’ favorite tofu dishes.

Additionally, House Foods will launch its “Home Sweet Home” sweepstakes, promoted through the company’s website and Facebook page through April 15, in which consumers will be able to enter to win the grand prize of a $3000 gift card toward a kitchen makeover. Twenty-five first-prize winners will receive a pair of movie certificates to see the film.

“After several previously successful partnerships, House Foods America is thrilled to be partnering again with DreamWorks Animation,” said Yoko Difrancia, PR & advertising manager of House Foods America. “Our promotion is geared towards creating lifelong tofu fans and raising tofu awareness through fun characters through family-friendly films like The Croods.”

Previous collaborations between House Foods and DreamWorks Animation include the films “Kung Fu Panda 2" and “Madagascar 3: Europe’s Most Wanted.”