Wendy’s will be bringing animals from around the world to its restaurants late next summer in a six-week Kratts’ Creatures promotion.
More than 4,500 Wendy’s restaurants in the U.S. and Canada will offer four Kids’ Meal bags featuring the stars of the wildlife adventure series, five toys and a separate product for children younger than three years old.
‘Animals are always popular with kids,’ says Fay Kamer, brand marketing manager with Dublin, Ohio-based Wendy’s International.
‘We felt that the show was a really good fit. Its children and family appeal really worked with the same demographics that we’re [targeting] with Wendy’s.’
Wendy’s is the first fast-food partner for Kratts’ Creatures, and this deal is the first promotion for the series. Aimed at children ages five to 12, the show airs daily on PBS in the U.S. and in Canada, Thailand, Korea, Hong Kong, South Africa, Middle East, Singapore and Latin America.
‘We’ve had some really good experience with PBS tie-ins,’ adds Kamer. Last month, Wendy’s wrapped up a six-week promotion with a Wishbone video release based on the PBS series.
Wendy’s will support the promotion in the U.S. with a national kids television campaign, in-store signage, point-of-sale materials and trayliners, while media plans in Canada are undecided. Mall tours and other events starring the show’s hosts and creators, Martin and Chris Kratt, are being considered.
Kratts’ Creatures, a production of Paragon Entertainment Corporation, Maryland Public Television and The Earth Creatures Company, launched last June on PBS. New York-based licensing agency Momentum Partners represents the property.