Parmalat Canada, Kids Can Press begin joint promotion
Parmalat Canada has begun a joint promotion with children's book publisher Kids Can Press. During the promotion, specially-marked packages of Black Diamond FunCheez will contain miniature books on the subjects of dinosaurs, the solar system and fish. The program was developed in-house by Kids Can Press, which is a division of Corus Entertainment. Fifteen-second television commercials will run for six weeks to promote the offer. "We have a vast amount of content, resources, creativity and experience relating to children well beyond our acclaimed publishing capabilities that are unique to us and we are excited to partner with Parmalat to leverage those assets in an innovative way to meet the FunCheez brand needs," said Lisa Lyons, president of Kids Can Press.