Jewel-Osco Has Grape Expectations

Table grape grower and distributor Dayka & Hackett LLC collaborated with Disney On Ice and Jewel-Osco stores in the Chicago area to run a successful promotion that encouraged children to eat more grapes.

Consumers who bought bags of Disney-branded grapes in Jewel-Osco stores during the promotion period this past August and September received a coupon for a buy-one-get-one child’s ticket to Disney On Ice’s Mickey and Minnie’s Magical Journey at Chicago’s United Center. Other in-store signage included Disney-themed coupon displays. In the end, the cross-promotion brought in more than 1,000 redemptions, double the expected result.

“Cross promotions in the produce aisle are a great way to encourage kids to eat more fresh produce,” said Tim Dayka, partner at Reedley, Calif.-based Dayka & Hackett. “We were delighted to work with Disney On Ice and Jewel-Osco to build a successful promotion that gives parents a choice they can feel good about and adds value to retailers.”

In 2006, Disney announced new food guidelines for its brand partnerships aimed at giving parents and children more nutritious eating options. As part of its ongoing effort to promote healthier lifestyles, Disney introduced the Magic of Healthy Living, a national multimedia initiative designed to help parents with their quest to raise healthy, happy kids.

Dayka & Hackett grapes featuring Disney characters are available in grocery stores across the country from July through September (California) and February though March (Chile).


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