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Chelan Fresh teams up with Disney’s ‘Cars 2’ for cherry promo

Coinciding with the much-anticipated theatrical release of Disney Pixar’s “Cars 2” and its retailed video game, Chelan Fresh Marketing in Chelan, WA, will be promoting dark sweet cherries in a two-pound “Cars 2” bag.

According to Mac Riggan, vice president of marketing for Chelan, the video game will be released on June 21, followed by the movie on June 24. Chelan’s cherries ship during the mid-June through August window, and Mr. Riggan said the market window is perfect for the “Cars 2” tie-in.

The promotion, aimed at youngsters and video game aficionados, provides interaction with the game that is compatible with XBOX 360, XBOX Live, Wii, Nintendo and PlayStation consoles. Disney also has on-line games associated with the popular “Cars” series, which features the voices of Owen Wilson, Larry the Cable Guy, Tony Shalhoub, Cheech Marin and Michael Caine as main characters.

“On the back of our bag will be hints for the video game,” Mr. Riggan said. “They will change every week for four weeks.”

In addition to the Disney collaboration, Chelan Fresh will be utilizing display contests and providing retailers with Northwest Cherries promotion organization’s bin display covers.

“We also have our own Chelan Fresh cherry bins,” Mr. Riggan said.

Dark sweet varieties make up the majority of Chelan Fresh cherry volume, but the company also has “a good crop of Rainiers this year, and we will promote them with ads,” Mr. Riggan said.