GARFIELD GULPS UP GOLDFISH PARTNERSHIP.
IN-STORE MARKETER INSTITUTE, May 2004
By Carrie MacMillann

Pepperidge Farms' Goldfish brand has been lured by Twentieth Century Fox's
Garfield into developing the company's largest marketing campaign
to date… continued
An estimated 10 million packages across five Goldfish SKUs are sporting
Garfield imagery and include web decoders to use in the "Search for Odie"
sweepstakes inside. Consumers visit pfgoldfish.com and hold the decoder up
to the screen to reveal clues. Visitors who submit guesses are automatically
entered into the sweeps, which runs through Oct. 1 and offers a grand-prize trip
to Hollywood for four. One hundred MP3 players will be awarded as
runner-up prizes.
In-store support includes six-foot tall lobby displays and pallet displays.
Wal-Mart is selling an exclusive 38-ounce SKU with collectible Garfield
figurines inside. Pallet displays with base wraps promote the item.
Kobin Enterprises, New York City, brokered the tie-in and developed the
promotion. Ryan Partnership, Wilton, CT, handles P-O-P and New York
City-based Young & Rubicam takes care of TV spots.
The promotion marks the Campbell Soup Co. division's first movie tie-in and
is part of the 40-year-old Goldfish brand's efforts to tweak its image to
reach a younger audience. The brand's Flavor Blasted line, with metallic
packaging and new flavors such as Xplosive Pizza and Nothin' But Nacho,
targets tweens.
The live action/CGI film, which stars Bill Murray as the voice of Garfield,
opens June 11 and boasts a variety of tie-in partners.
The Dole Food Co. will use collectible Garfield stickers on 100 million
bananas and other P-O-P materials to tout a sweeps offering a character
drawing by Jim Davis, the cartoon's creator. The campaign breaks in mid-June
and will feature account-specific activity, including contests and Garfield
displays, with various retailers nationwide.

Ashley Furniture Industries is offering a Garfield gift to consumers
purchasing a recliner or furniture package and staging a sweeps dangling a
trip to the movie's premiere, an 18-piece furniture set and a JVC home
entertainment center. And timed to Father's Day next month, Ashley Home
Stores will host a coloring contest awarding the child with the best
Garfield drawing a recliner. A national circular, P-O-P and TV ads support.
Centra Marketing, Westbury, NY, handles.
Meanwhile, Wendy's will run a Kids Meal program with five Garfield premiums
supported by P-O-P, and direct-mail house Valpak will host a sweeps and
instant-win game on 48 million envelopes