Bumble Bee Seafoods this month begins a tie-in for Warner Home Video's release of "Free Willy 2: The Adventure Home." Consumers qualify for a $5 rebate with six Bumble Bee proofs-of-purchase, plus offers for film-related merchandise. The effort is backed by a free standing insert Feb. 4; in-theater, on-pack and in-store promotions support.
Anheuser-Busch's Bud Light renewed first-year title sponsorship of the California Mountain Bike Challenge, joining presenting sponsors Ford and Cannondale Corp., and co-sponsors Power Foods' PowerBar, S.C. Johnson & Son and Mountain Bike. Michael Epstein Sports Productions, Agoura Hills, coordinates.
United Artists Theatre Circuit in June begins national in-theater distribution of 5 million FunPacks, consisting of product samples, coupons, sweepstakes entry forms and copies of its new The UA Insider Magazine. Co-Options, Stamford, Conn., coordinates.