Wal-Mart, Produce For Better Health, Team Up for 'Madagascar' Promo

Wilmington, Del. -- Wal-Mart and the Produce For Better Health Foundation (PBH) based here are setting the stage for millions of shoppers to Go Wild With Fruits and Vegetables during a one-day retailtainment event featuring characters from DreamWorks' "Madagascar" film being released in video form next week.

The event is set for Dec. 3 in Wal-Mart Supercenters and Neighborhood Markets around the country.

The Go Wild promotion featuring "Madagascar" characters is the fourth in a series of quarterly Wal-Mart retailtainment events for the year. Point-of-sale materials will include signage and a standing floor display, a children's activity book and samplings of products from supporting suppliers.

The promotion's primary target audience is women over age 25 with children ages 4-12 years old. Parents visiting Wal-Mart Supercenters for the event will receive a booklet of "Madagascar"-inspired recipes for easy family-friendly dishes, including Zoolicious Fruit Cup, Ship-Wrecked Pear Shortcake, Jungle Juice, and the Great Crate-Escape Chili.

Other sponsors include Bush Brothers & Co., Chelan Fresh, Del Monte Foods, Fisher Nuts, Ocean Spray, Inc., Sam's Choice Beverages, Splenda, Stemilt Growers, Sunkist Growers, Inc., Tropicana Products, Inc., and Ventura Foods.

"The relationship with PBH, Wal-Mart and DreamWorks allows us to leverage the 'Madagascar' characters' popularity at the nation's largest retailer to promote our healthy eating message to families nationwide in a very fun way," noted PBH v.p. of partner marketing Bob Gregg.

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