Kaboose, Heinz begin joint promotion
By Adnews Staff
Toronto-based online media company Kaboose has formed a partnership with H.J. Heinz to promote a new Heinz ketchup product called Silly Squirts. Kaboose has constructed a family-focused area for the product within the Kaboose.com website containing family activities, recipes and product information. Heinz will, in turn, place the Kaboose logo on the product's packaging. "Through Heinz's unparalleled distribution network, the Kaboose brand will have a presence on millions of family's kitchen tables across America," said Kaboose president Jonathan Graff. The agreement was arranged by Heinz's media agency Starcom. "Kaboose.com is a unique online destination with creative, targeted content and a large, loyal Mom audience," said Starcom media director Gail Fujisawa. "The engaging micro-site experience and its extension into real life activity will lead to meaningful brand interactions and a relevant impact for both Heinz and Kaboose." Silly Squirts will be distributed in the U.S. only.