BASKIN ROBBINS CALLS ON SNOOPY
By Adnews Staff
Baskin Robbins Canada of Toronto is hoping to cash in on the 50th anniversary of the Peanuts gang, which will be celebrated in the year 2000. The ice cream chain has signed a deal with United Media of New York to use the Peanuts characters, such as Snoopy and Charlie Brown in its promotions, special events and ad campaigns until the turn of the century. The latest campaign began in late July, uses national TV and features Snoopy. Outdoor ads highlighting Snoopy began in June and free-standing inserts began in May. Baskin Robbins decided to use Snoopy first because he is the most recognizable character, national marketing manager Gary Fleming told Adnews yesterday. Snoopy will be paired with other Peanuts characters in future promotions and campaigns. Currently, Baskin Robbins is running a Snoopy Sweepstakes in over 250 locations. Customers have a chance to win family trips to California's Knott's Berry Farm, videos from Paramount Pictures, toys from Irwin Toys Ltd. and Peanuts Party Paks from Hallmark Canada. The sweepstakes is being supported with TV ads and in-store materials. Advertising for the chain is done by Manning & Associates Advertising of Toronto. In addition, Baskin Robbins will insert coupons into the six classic Paramount Peanuts videos, as well as in the new direct-to-video release, "It Was My Best Birthday Ever, Charlie Brown." Video buyers can receive discounts on Baskin Robbins products and on future purchases of Peanuts videos.