On April 16, 2001, DreamWorks Consumer Products and The Kroger Co. announced a joint promotion that allows supermarket shoppers to earn free movie tickets to the upcoming computer-animated feature SHREK based on their grocery purchases during a four-week period beginning this week. The four-week promotion is scheduled for more than 2,000 Kroger-owned stores nationwide. Customers who purchase $300 in groceries using their shopper's card will earn two free tickets to SHREK, which opens May 18 in theaters around the country. The program will be supported by television commercials, radio and print ads, direct mail, in-store point-of-sale and online support in most markets where Kroger-owned stores are located. Kroger joins the lineup of multi-million dollar promotional partners including Burger King, Chevron, Heinz, Sour Punch and Baskin-Robbins to make the SHREK promotional campaign DreamWorks largest to date. Participating Kroger-owned stores will offer customers an exclusive assortment of SHREK licensed merchandise in locations nationwide, including exclusive 3" action figure 4-packs from Todd McFarlane, candy products from ToySite, digital watches and sunglasses from IMT, plus a variety of hats from American Boy & Girl. According to Anne Globe, head of DreamWorks Consumer Products Marketing and National Promotions, "This will be the biggest supermarket promotion of any kind to date. Kroger's customer base is an ideal match with our target 'SHREK' movie-goer of families and kids. We worked closely with Kroger to develop a completely unique promotion and merchandise plan bringing the movie to life in their stores."
Dan Sarto is Publisher and Editor-in-Chief of Animation World Network.