ConAgra Foods Canada readies DVD promotion for Orville Redenbacher’s
By Adnews Staff
On Aug. 7, ConAgra Foods Canada will begin a promotion in support of the Orville Redenbacher’s popcorn brand. During the promotion, which will be conducted in association with Universal Studios Home Entertainment Canada, ConAgra will include one of three DVDs in 950,000 packages of Orville Redenbacher’s popcorn. The DVDs will contain episodes of current and past television programs. The Smart Pop disc will contain dramas including one episode each of House, Law & Order, Law & Order Criminal Intent, Rockford Files and Murder She Wrote. The Light disc will contain one episode each of comedy programs Monk, The Office, Coach, Northern Exposure and Leave it to Beaver. The Buttery disc will contain episodes of action shows Las Vegas, Miami Vice, Battlestar Galactica, The A-Team and Magnum P.I. Each DVD will also allow the consumer to enter a draw for $5,000 at <http://www.udvd.ca>. According to ConAgra, the promotion is valued at approximately $1 million. “Rather than the traditional on-pack promotions that urge customers to mail or call in coupons for products and discounts, our new promotion will provide popcorn lovers with immediate access to a DVD in every box of popcorn purchased,” said Andrew Armstrong, vice-president of marketing and new ventures at ConAgra Foods Canada.