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Sony partners with Ronzoni, Buca di Beppo for Cloudy

DIGITAL: Multi-million-dollar campaign includes TV, radio, online ads

By Susanne Ault -- Video Business, 12/21/2009

Sony will release Cloudy With a Chance of Meatballs on Jan. 5.

DEC. 21 | DIGITAL: Sony Pictures Home Entertainment has laid out a banquet table full of new studio promotional partners, including Ronzoni, Buca di Beppo, Chuck E Cheese, among others, to help launch its Jan. 5 release Cloudy With a Chance of Meatballs.

Ronzoni will offer a $4 rebate with purchase of Cloudy on DVD or Blu-ray Disc and two packages of its pasta products. About 9 million Ronzoni packages will feature Cloudy characters.

Buca di Beppo restaurants will offer a Cloudy-themed meatball pizza at many of its locations between Jan. 3 and March 31. There also will be chances for customers to receive a free copy of the DVD by mail.

Chuck E. Cheese is similarly rolling out various food deals between Feb. 1 and March 31 tied to the Cloudy release.

Sony also has partnered with Spot Shot carpet stain remover, in which people will get the product free with purchase of the Cloudy DVD or Blu-ray. Carl’s Jr. and Hardees fast food chains will offer themed Cloudy toys in their kids meals.

The multi-million-dollar Cloudy campaign will additionally feature widespread TV, radio and online spots.

Cloudy With a Chance of Meatballs appeals to a very broad audience, which allows us to leverage a number of exciting promotional campaigns with our national brand-name partners,” said Marc Rashba, Sony’s VP of marketing. “Each promotional partner will offer a different way to engage consumers to enhance their shopping experience, whether it’s a collectible toy for kids or added awareness for parents at restaurants and on packaged goods.”

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