House Foods Rolls Out ‘Madagascar 3’ Tie-in Campaign

Tofu maker House Foods America has formed a strategic alliance with Glendale, Calif.-based DreamWorks Animation SKG Inc.’s “Madagascar 3: Europe’s Most Wanted,” an animated 3D film “three-quel,” which is slated to open June 8. The partnership will enable House Foods to feature “Madagascar” characters to promote its tofu product line, as well as their inclusion on limited-time packaging. House Foods’ past DreamWorks collaborations have included a similar deal with regard to “Kung Fu Panda 2.”

Running until the end of June, the promotion includes a free-standing insert (FSI) newspaper coupon advertisement on April 29, outdoor advertisements from May 17 through June 14, and, a “MAD About Tofu” recipe contest, promoted through House Foods’ website and Facebook page, for which the grand prize is a trip for four to Europe. Additionally, 10 first-prize winners will receive a $100 gift card and “The Art of Madagascar 3” book. The contest will run from May 15 to June 30.

“As previous collaborations have been extremely successful, we hope to continue developing heightened tofu awareness to a younger audience through fun characters, family-friendly films and the upcoming House Foods promotions,” said Yoko DiFrancia, PR and advertising manager at Garden Grove, Calif.-based House Foods.

In “Madagascar 3,” Alex the Lion, Marty the Zebra, Gloria the Hippo and Melman the Giraffe are still trying to return home to New York City, with King Julien, Maurice and the Penguins along for the trip. Their trek takes them through Europe, where they pose as members of traveling circus.