Instead it found other brands to promote its pics.
“Clearly Disney has not worked in this space for quite some time, but it hasn’t hurt us promotionally,” Gross said. “They share our interests in reaching families in an interesting and positive manner.”Īlthough deals with quick-service restaurants enable studios to get their marketing campaigns in front of millions of potential moviegoers, Disney didn’t feel the pressure to find a new chain after it parted ways with McDonald’s. “How (Subway) touches families in a healthy manner really intersects with our strategy, as well,” said Don Gross, VP of global promotions at the Walt Disney Studios. “Pirates of the Caribbean: Dead Man’s Chest” was the last film co-marketed by the companies.Įnd of the deal also meant McDonald’s had to pull out of Disney’s theme parks. Over the years, McDonald’s has promoted films like “101 Dalmatians,” “Pocahontas,” “Toy Story,” “Cars” and California Adventure’s launch of the Twilight Zone Tower of Terror attraction. While Disney and McDonald’s had promoted carrots, apple slices and low-fat milk with Happy Meals, the chain still made most of its money on fattier burgers and fries, forcing the Mouse House to cut its ties with the company. Instead, deal is closely tied to Disney’s nutrition guidelines set in 2006 that limits how the company’s characters and brand can be used when it comes to fast food partners.
The theme of “empowering” kids attracted Disney, along with Subway’s image as a healthy alternative to burger chains.ĭisney stresses that its Subway pact is not a direct result of its recent Magic of Healthy Living Advertising guidelines that cuts back on the types of fast- and junk food marketing on its various platforms. Subway isn’t disclosing how much it’s spending on the “Brave” tie-in, but it’s “a big commitment on our part,” said Tony Pace, senior VP and chief marketing officer for the Subway Franchise Advertising Fund Trust.
#Disney brave food tv#
Separate TV spots feature custom animation, created by Pixar, of the pic’s red-haired Scottish princess Merida promoting kids’ choices of what they want on their sandwiches (a separate ad was produced for Hispanic auds as well).
(Up to 500,000 tickets are being distributed.)
#Disney brave food for free#
1 in the U.S., focuses on Subway’s Fresh Kit for Kids meals that come inside reusable “Brave”-themed bags containing codes for free tix to the pic. The “Brave” promo effort, which bowed June 1 and runs through Sept. Deal, which is expected to extend to other films, is a potentially lucrative one for Disney, given that Subway operates more stores than McDonald’s - guaranteeing it more exposure than its previous partnership.
0 kommentar(er)
