Licensing Industry

Supermarket sweep for The Dog

Samantha Loveday Nov 14 2008, 10:49am

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4Kids property ties with Netto chain in the UK for special promotion.

Organised by The Continuity Company (TCC), The Dog is currently starring in a major promotion in UK supermarket Netto.

A specialist reward programme is running in Netto's 189 stores and features six different breeds of Dog plush to collect by redeeming 40 saver tokens. Customers receive one token for every £5 spent at a Netto's store.

The promotion is being backed with bespoke point of sale materials and an online presence.

"This is the first time Netto has implemented a national collectables-based programme," said Mike Hinchcliffe, marketing manager for Netto. "The run up to Christmas is always the key in any retailer's calendar, and in the current climate we need to employ the best techniques and incentives to attract new customers and reward existing ones."

Created in Japan, The Dog launched in the UK in 2003 and has become one of the fastest growing licensing programmes in Europe. The collection is comprised of over 100,000 images spanning 70 breeds photographed with a fish-eye lens to produce 70:30 head-to-body ratio.