The 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 first of the Peanuts-themed campaigns has just begun, using national TV and featuring the lovable mutt, Snoopy. Outdoor ads and free-standing inserts are also part of the campaign.
Future promotions will pair Snoopy with other Peanuts characters. A Snoopy Sweepstakes is also currently running in over 250 Baskin Robbins 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 supported with its own TV campaign and in-store materials. Advertising for Baskin Robbins is handled by Manning & Associates Advertising of Toronto
In another cross-promotion, Baskin Robbins is inserting discount coupons for ice cream treats into six classic Paramount Peanuts videos as well as in the new direct-to-video release, "It was my best birthday ever, Charlie Brown."
Copyright August 1997, Crain Communications Inc.