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BOISE, Idaho -- Albertsons joined with Disney, Kodak, Enfamil and Kimberly-Clark in a cross promotion for the release of "Pooh's Heffalump Movie" on DVD and VHS.
While Albertsons is not the only supermarket promoting the late May release, it is "the most ambitious," according to Scott Guthrie, vice president of sales and channel development for Disney's video arm, Buena Vista Home Entertainment, Burbank, Calif. Although Safeway, Pleasanton, Calif., and Kroger, Cincinnati, also promoted the movie with Disney, Guthrie noted that Albertsons had the most partners.
For Disney's marketing team, supermarkets are an obvious choice for collaboration. "That's where our consumer is," Guthrie said. "In supermarkets, the target market is mom with children, so that's why we're so successful in...