Genesis Crafty teams up with Yogi Bear for the perfect pic-a-nic!
County Londonderry-based artisan bakery, Genesis Crafty has just launched an exciting 'pic-a-nics' on-pack promotion in association with Warner Bros to promote the launch of the film maker's new family release, Yogi Bear 3D, which will hit cinema's UK-wide on 11thFebruary. The film stars Dan Aykroyd and Justin Timberlake as the voices of Yogi and his buddy Boo Boo.
The promotion will run across four of Genesis Crafty's most popular product lines -Big Pancakes, Lemon & Raisin Pancakes, Double Butter & Sultana Scones and Toaster Wheaten - in Waitrose and Sainsbury's stores nationwide, as well as throughout the grocery retail trade in Northern Ireland. The four products are all perfect for the picnic theme and have broad appeal with both children and adults.
Explaining how the tie-up with Warner Bros came about, Liesa Johnston, Marketing Manager at Genesis Crafty, said: "A lady called Kay Taylor, who had bought some of our Big Pancakes in her local Waitrose store for her own family, happens to be an Account Director with Redskin Marketing. It transpires one of their clients is Warner Bros' marketing in the UK - so you could say it was a case of Serendipity."
"Warner Bros were looking for suitable brands to link with for an on-pack promotion - brands that represented the film's core themes and ethos, such as family orientated, fun, environmentally friendly and, of course, delicious, as Yogi likes his picnics! Kay felt Genesis Crafty was a perfect fit in all these respects and we were offered this golden opportunity to be associated with what looks set to be the family film release of the year.
"As the target audience for the film is families, children and retro fans of Yogi and Boo Boo who remember them from childhood, the main prize being offered on the promotion is a family adventure holiday sponsored by Nomad Living, who specialise in holidays in retro camper vans - again a perfect match to the Yogi ethos!" said Liesa.
The promotion runs across approximately 300,000 packs from 12thJanuary through until the end of March and is being well supported by Waitrose and Sainsbury's on promotional ends. "For a regional artisan bakery, this is a fantastic opportunity for Genesis Crafty, giving us a high profile in the UK market that it would otherwise have been very difficult and expensive to achieve," said Liesa.
"Also, as entry to the competition requires online registration, we will be able to benefit from that data capture, which means we will have the longer-term opportunity to engage with more consumers direct via our own website and to develop online campaigns to help further grow Genesis Crafty's profile and sales in the UK," added Liesa.