Consumers who purchase five bags of Harvest Snaps' 3oz or 3.3oz bags (for an RRP of $10) between November 4 and January 4, 2020, will have the opportunity to receive a $5 promo code, which can be used toward any movie ticket purchased through Fandango before February 11, 2020.
“Snacking is a key part of the theater or in-home movie watching experience, and Harvest Snaps is a great alternative to traditional movie snacking,” Paul Laubscher, director of marketing for Calbee North America, told BakeryandSnacks. He added the nutritional treats - with a base of green peas, red lentils and black beans, along with 5g each of protein and fiber - "are a no-sacrifices snack alternative.”
The Calbee brand has pursued similar partnerships with the likes of Oregon craft brewery Deschutes and Lantana Hummus to expand the reach of usage occasions.
“Consumers are still eager to eliminate gluten from their diet and substituting Harvest Snaps as a primary hummus dipper is a delicious way to eat more veggies with a baked crunch,” said Laubscher. “It is energizing to partner with other brands who also put great care into their products.”
“As a family favorite, we support opportunities for families to spend quality time together.
“This campaign is perfectly timed to generate sales and increase consumer awareness for the brand. In addition, any time we can bring families together to make a better choice of what to eat and feed their loved ones, we all win.”
A movie theater presents a great opportunity, he added.
In 2016, Gen Z went to the movies an average of 6.5 times – the largest increase of any age group, though attendance also increased for millennials and those ages 50-59, according to a report by the Motion Picture Association of America (MPAA).
Notably, frequent moviegoers are more likely to own ‘key technology product’ like smartphones and tablets – a boon for a ticket app like Fandango.
Box office sales in the US and Canada hover above $11bn, per MPAA data, where more than 70% of the population attends at least one movie a year.
Some theaters across the US already sell the pea snack crisps in their standard concession offerings, Laubscher told us.
“As consumers continue to shift their priorities toward eating better-for-you snack options, we look forward to distribution expansion. Flavors like White Cheddar and Parmesan Roasted Garlic are theater or couch-ready and sure to satisfy movie-watcher’s ‘crunch tooth.’”