The retail promotion, which kicked off this week, includes a host of in-store Scooby-Do! activity such as seasonal point of sale (POS), Scooby-Doo! branding across pumpkins and toffee apples as well as car park posters and banners. Sainsbury’s stores will also include promotional bays in several stores featuring Scooby-Doo! licensed products, DVDs and video games.
Sainsbury’s customers will also receive a free activity book when they purchase a kid’s meal in one of its cafes. Over one million of its milk cartons will also feature a free Scooby-Doo! episode download.
The marketing campaign also includes an appearance by Irish pop duo Jedward, print editorial features and online banners as well as an email campaign to one million customers.
The Halloween tie-up , which coincides with the launch of the DVD Scooby-Doo! Curse of the Lake Monster this week, comes as UK retail sales for Halloween are expected to rise 12.5% to £315m in 2011.
Sarah Bird, director of marketing at Warner Home Video, says: “Teaming up with Sainsbury’s is just one example of how we can plan and execute a compelling cross category promotional campaign with one of the UK’s leading retailers and one of the UK’s favourite family brands.”
She added: “Scooby is synonymous with spooky fun so we saw an immediate opportunity to get families more involved with the brand this Halloween.”