Imagination Farms Taps 'Power of Pixar' with Sponsorship of New Kids' Film

INDIANAPOLIS, Ind. -- Imagination Farms has partnered with Disney Studios to promote Disney's new Pixar movie "Ratatouille" with a comprehensive marketing promotion that will run from May through September.

The movie will premiere on June 29th and Imagination Farms will offer a promotion to all U.S. retailers that will include special movie-themed packaging, a "Cook & Win" Internet sweepstakes with a culinary prize package, and POS support centered on the key themes of the movie that revolve around the topic of cooking.

"The opportunity to partner with Disney Studios on this family movie, focused on cooking was a natural tie to our mission of increasing consumption of fruits and vegetables among children," said Melinda Goodman, Imagination Farms' director of marketing. "Pixar's track record in animated films and the film's focus of gourmet foods and cooking make this an exciting promotional venue for us."

Products available with special "Ratatouille" packaging will include Washington grown apples from Chelan and L&M; bananas and pineapples from Turbana; blueberries and stone fruit from Ito Packaging; grapes from Four Star Produce; mushrooms from Modern Mushroom; potatoes from Progressive Marketing; tomatoes from Six Ls/Custom Pak; and watermelons from Progresso Produce and Custom Pak.

In addition to the marketing support provided by Imagination Farms, Disney will be providing $25 million in ancillary marketing support to promote the release of the movie creating high consumer awareness.

"Disney's promotional support of 'Ratatouille' this year is similar to the support of the movie Cars in 2006. 'Ratatouille' will be top of mind for consumers throughout the summer, especially families with young children," noted Goodman. "The power of Pixar over the last several years," she continued, "has yielded over $4 billion in box office sales and the release of 7 feature length films including classics like Toy Story, Finding Nemo, Cars and more."
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