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Life with Louie Goes Al Dente

A three-year deal has been struck between Fox Kids Network and Franco-American, a manufacturer of prepared pasta. The partnership will tie in Fox Kids-owned properties to specially created Franco-American SpagettiOs products....
May 1, 1998

A three-year deal has been struck between Fox Kids Network and Franco-American, a manufacturer of prepared pasta. The partnership will tie in Fox Kids-owned properties to specially created Franco-American SpagettiOs products.

According to George Leon, vice president of promotions at Saban, Franco-American, a division of the Campbell Soup Company, initiated the partnership. ‘They were looking for a long-term partner that could bring to the table the kids demo, all the way from four to 12.’ Leon says that the three-year alliance reflects ‘a current trend towards long-term alliances.’

The first product, slated for introduction in the second quarter of 1998, is character-shaped pasta based on the series Life with Louie. The product will be supported with television, print and radio advertising, as well as national FSI and in-store displays, Internet and sweepstakes promotions.

A month-long ‘Fox Kids Louie Eat & Run Roadtrip’ sweepstakes, in which kids uncover several ‘roadtrip pitstop’ clues while watching Fox Kids, will offer a trip to Los Angeles where winners will board a specially equipped, chauffeured RV that will take them to meet comedian Louie Anderson, creator of the series.

Both the pasta and the sweepstakes will be featured in various Fox Kids media, including the Fox Kids Countdown, Totally Fox Kids Magazine and the Fox Kids Web site.

As for possible cross-over promotions with the emerging Fox Family Channel, no plans are yet in place, although Leon sees possibilities for the future. ‘People are looking to us to set that [cross-over] trend-to undertake one promotion on a dual platform,’ he says.

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