Commercial bakery Bimbo Canada is teaming up with NBC Universal for a cross-category program featuring The Super Mario Bros. Movie.
The bread brand is leveraging the power of the globe’s bestselling video game character to ignite consumer interest and drive sales.
The Super Mario Bros. Movie national cross-category promotional offer is being supported through various channels to reach a broad audience, including promotional packaging, social media, retailer flyers and in-store displays. The packaging and displays both feature QR codes that redirect customers to the promotional microsite.
Consumers can receive offer items by purchasing in two participating bread products and one participating snack cake in single transaction from Bimbo Canada brands including Dempster’s, POM, Bon Matin, Villaggio, Little Bites, Vachon and Hostess.
Participants have the opportunity to receive one of more than 24,000 offer items, including Cineplex movie ticket codes, Super Mario Bros. Movie t-shirts and Nintendo Switch OLED consoles.
“In-store POS enables us to showcase our programs to consumers and generate enthusiasm through attractive promotion,” says Anne-Sophie Morin at Bimbo Canada. “It also allows us to get valuable out of section floorspace and gives us the opportunity to increase visibility and provide more touchpoints with consumers.”
The partnership with NBC Universal marks the organization’s third collaboration together following successful cross-category promotions with the Jurassic World and Minions franchises.
“Our cross-category programs drive sales, but they also have a positive impact on our return on investment,” Morin notes. “Bringing to life high value consumer offers that can be executed over several weeks drive volume for the retailer and create positive ROI that creates a win-win.”
Morin tells strategy that families remain the core target for The Super Mario Bros. Movie program, but the iconic character has such broad appeal that it is sure to attract a wider audience.
According to Bimbo Canada, constantly innovating its marketing and promotion strategies is how it maintains its leader position in the market.
The promotion is available until Aug. 10 or while supplies last, whichever comes first. All the creative has been developed by Bimbo Canada’s internal team.
