Wichita, U.S.A — In a first-of-its-type marketing program for Cargill’s Honeysuckle White and Shady Brook Farms turkey brands, the company created a nationwide holiday season promotional tie-in campaign with Walt Disney Studios to celebrate the November 13 release of the Blu-ray, hi-definition version of Disney-Pixar’s ‘Brave’, the year’s #1 animated movie.

Designed to increase awareness, influence decision making and inspire purchases, the campaign will utilize an array of traditional and new media marketing tools to reach 25- to 54-year-olds who buy and prepare food during the holiday season. During the promotional period, from November 1, 2012, to January 5, 2013, consumers who buy any Honeysuckle White or Shady Brook Farms turkey product, and a ‘Brave’ Blu-ray combo pack, are eligible for a $5.00 mail-in rebate.

“We’re pulling out all the stops to heighten the excitement for families this holiday season by providing them with added value from leveraging the collaborative power of the Disney-Pixar and Cargill brands in new and creative ways,” said Mary Richardson, marketing manager of fresh turkey for Cargill Value Added Meats – Retail.

“We conducted a substantial amount of research to determine the most effective ways to communicate with consumers responsible for holiday meals at home, and the result is that we’re deploying an array of tools ranging from traditional print advertising; 10-second television commercial spots on NBC, CBS and FOX; radio spots; in-store television and radio and point-of-sale materials such as shelf talkers, floor graphics, wobblers and backerboards; to a fully integrated digital program using Quick Response (QR) codes; mobile device applications;  web sites and social media, with the bulk of our efforts hitting in November.”

Cargill’s research with core whole-bird turkey consumers also examined the way in which consumers select turkeys for holiday meal preparation. One of the eye-opening discoveries is the widespread and growing use of smart phones by consumers who use them to gather information about products, promotions, pricing, menus and other relevant data that influences brand awareness, purchase intent and, ultimately, the buying of turkey products.

“We found the use of smart phones for buying holiday turkeys skyrocketed from approximately 8 percent in 2010 to more than 70 percent in 2012. We know consumers use smart phones for many purposes, and they now use them more frequently to scan barcodes and search for products they see in television advertisements,” explained Richardson. “We recognized this as an opportunity and developed elements of our promotional plan to reach consumers via their smart phones, through which we’ll also integrate our promotion of Disney-Pixar’s ‘Brave’.”

An original and thrilling journey set in the ancient and magical Highlands of Scotland, ‘Brave’ follows the heroic journey of the headstrong, young adventurer Merida. Determined to carve her own path in life, Merida confronts tradition and defies an age-old custom that inadvertently unleashes chaos, and forces her to discover the true meaning of Bravery. Coming November 13 on Blu-ray, the 5-Disc Ultimate Collector’s Edition includes hours of all-new bonus material, extraordinary behind the scenes features, extended and deleted scenes and a mysterious and exciting new short film, “The Legend of Mor’du.”.

“Turkey is a traditional, delicious and nutritional protein associated with the holiday season in America, and so is watching movies with the entire family. For 2012, our goal is to make this special time enjoyable and memorable for families throughout the nation,” concluded Richardson.

About Cargill

Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. Founded in 1865, the privately held company employs 140,000 people in 65 countries. Cargill helps customers succeed through collaboration and innovation, and is committed to applying its global knowledge and experience to help meet economic, environmental and social challenges wherever it does business. For more information, visit Cargill.com and its news center.

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Burbank, U.S.A - Step out of the theater and become immersed in the world of “Brave” with Adventures by Disney’s first-ever Pixar-inspired itinerary, “Scotland: A Brave Adventure.” Disney Pixar’s ‘Brave’ tells the tale of the courageous Merida, the film’s headstrong teenage protagonist, who defies ancient tradition and challenges destiny to change her fate.

This 9-day, 8-night quest through Edinburgh, the Isle of Skye, the Isle of Lewis and Inverness takes families through the rugged Highlands, allowing them to experience first-hand the history, culture, nature, legends and lore of Scotland that inspired Merida’s story of bravery.

Adventures by Disney is a leader in the group guided-tour industry – sharing the stories of the world through 20+ international itineraries. For ‘Scotland: A Brave Adventure’, Adventures by Disney trip-planning specialists worked directly with the expert storytellers on Pixar’s ‘Brave’ production team to incorporate the castles, landscapes and legends that inspired the lush settings and memorable characters in the film – creating a Scotland experience that could only come from Disney.

Guests will discover locations that inspired Pixar’s creative spark during visits to the historic Black House of Arnol and the Gearrannan Blackhouse Village, both of which served as reference for the Witch’s cottage, and Dunnottar Castle, one of the inspirations for the DunBroch family’s home.

Beyond the drawing board, the culture of the Scottish Highlands will come to life through authentic, hands-on activities – a hallmark of Adventures by Disney itineraries.

On the Isle of Skye, adventurers will partake in traditional highland games, make Scottish pastries – a favorite treat of Merida’s triplet brothers – and take lessons in Celtic music and dance. While traveling through Inverness, guests will participate in two of Merida’s favorite activities – horseback riding through the Caledonian Forest and archery at Glamis Castle. In Edinburgh, families will learn the art of tapestry-making at Dovecot Studios.

Another signature of an Adventures by Disney vacation, families will visit the country’s most treasured historical sites – including Eilean Donan and Edinburgh Castles, the ancient Callanish Standing Stones and Dun Carloway Broch on the Isle of Lewis – but in unique ways that only Disney could dream up. Rather than just walking the shores of Loch Ness, guests will go on a canoe expedition where they will search for “Nessie” and discover the picture-perfect Urquhart Castle.

In the capital city, travelers will tour the Royal Mile, including privately-guided visits to the Palace of Holyroodhouse – the Scottish home of the Royal Family – and the National Museum of Scotland, where they will learn fascinating details of the ancient period in which ‘Brave’ is set. Each departure features two knowledgeable Adventure Guides who will serve as leaders, storytellers, companions and personal concierge – taking care of all the details for a truly hassle-free travel experience.

“‘Scotland: A Brave Adventure’ combines the creative genius of Pixar Animation Studios with Disney’s ability to bring iconic stories to life with in a whole new way,” said Josh D’Amaro, Vice President, Adventures by Disney. “For the first time ever, our guests will be fully immersed in the legends and locations that inspired the film. ‘Brave’ is the perfect tale for Adventures by Disney to share; Merida’s experience speaks to the importance of the family bond – a cornerstone of any Disney vacation.”

Also new for 2013, Adventures by Disney has announced a Southeast Asia itinerary. Featuring Vietnam, Laos and Cambodia, the 12-day, 11-night itinerary will give travelers the opportunity to experience some of Asia’s most exotic and culturally rich cities – including Saigon, Hanoi, Hoi An, Luang Prabang, Siem Reap and Angkor Wat.

Image Courtesy of   Brave

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