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NatureSweet Tomatoes get in tune with Disney


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  • NatureSweet Tomatoes get in tune with Disney

    NatureSweet Tomatoes Get in Tune with Disney

    March 25, 2008

    By Vanessa L. Facenda

    NatureSweet, a maker of bite-size tomatoes, is partnering with Disney to promote its healthy kids' snacks.

    NatureSweet, a brand of Desert Glory, San Antonio, Texas, is the leading grower of tomatoes in North America. It produces Cherub-branded tomatoes, which are packed in resealable bowls.

    NatureSweet has partnered with Disney to promote Cherubs, which it claims are sweeter than regular grape tomatoes, to parents looking to buy healthier snacks for their kids. "We're being a lot more strategic in how we promote based on our brands, their positioning and personalities," said Sean Frisby, NatureSweet's marketing director.

    Beginning in April, with a purchase of Cherubs, consumers will receive a code to download songs from the Disneymania 6 CD at, in advance of the CD release on May 20. The code will be included on Cherubs' packaging. (Disneymania CDs have been launching pads for Disney talent such as Miley Cyrus and Raven Simone.) "Several songs will be available. The goal is to release one song per week to drive repeat purchase so the kids can collect all," said Frisby.

    The Disney initiative also includes advertising on Radio Disney, a sweepstakes opportunity, interactive promotions, POP and sampling events with Radio Disney's Party Patrol in nine markets.

    Children (with help from their parents) may enter a sweepstakes online to win a trip to Hollywood for four, plus a private lunch with Selena Gomez, from Disney's show Wizards of Waverly Place. The download offer and sweepstakes both run through June and will be supported by radio media, FSIs and POP.
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