Four consumer powerhouses are set to launch one of the largest promotional efforts ever behind a cable TV series. The massive promotion will be launched with Campbell’s Soup Company, General Mills, Pillsbury and Pizza Hut in a promotional campaign to support The Real Adventures of Jonny Quest, a production of the Turner Broadcasting System.
Campbell’s will run an on-package promotional program featuring six different collectibles on 20 million cans of Campbell’s Franco-American SpaghettiO’s, to be in place by late August.
General Mills will support the launch with package promotions on boxes of Honey Nut Cheerios and Cinnamon Toast Crunch. This promotion will run from August 19 to December 31.
Beginning October 8, 20 million Pillsbury packages will contain a ‘Jonny Quest Now Available on Home Video’ rebate offer through Turner Home Entertainment’s domestic home video division. The rebate offer will be placed on 50 Pillsbury products, and is set to run through March 31, 1997.
More than 5,000 Pizza Hut restaurants will participate in an eight-week promotion for a Jonny Quest kids meal. This promotion will use posters and placemats, in addition to POP materials.
The entire promotional campaign is targeted to reach 80 percent of American kids aged six to 11, covering more than half of all retail outlets in the U.S. Each of the four promotions will be supported by in-store point-of-sale materials, in addition to on-air media buys on broadcast and Turner network outlets.