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Orville Redenbacher’s joined forces with The Ellen DeGeneres Show to co-promote Ellen’s debut as host of the 79th Annual Academy Awards and Orville Redenbacher’s return to television advertising.
Challenge
Orville Redenbacher’s Gourmet Popping Corn, a part of ConAgra Foods, enlisted the help of Ketchum Entertainment to build a buzz around its planned re-entry into the TV ad world after a 15-year hiatus.
Solution
Nothing says “movies” like a freshly popped bowl of popcorn, so when Ketchum Entertainment approached Ellen DeGeneres to do a co-promotion with Orville Redenbacher’s to help celebrate her debut as emcee for the 2007 Oscars, the family-friendly talk show host jumped at the chance. Under the agreement, Ellen would give her audience members an Oscar-winning DVD and a different flavored box of Orville Redenbacher’s popcorn once a week for seven weeks, while each time making an elaborate verbal mention and showing product packaging. Viewers were also directed to Ellen’s Web site for a chance to win a VIP trip to Los Angeles and take a peek at the new ad campaign.
Results
Highlights included a popcorn-themed opening monologue, a healthy-snacking endorsement from celebrity trainer, Bob Harper, and a post-Academy Awards bonus product mention when Ellen and audience members snacked on Orville Redenbacher’s popcorn while watching Ellen’s favorite Oscar clips. The program resulted in 72,388,800 total impressions from the 9 total airings and 14 verbal mentions.
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