SpongeBob and Bland Farms set to costar in the produce aisle
You may wonder what SpongeBob has to do with Vidalia sweet onions; besides onions being one of the key ingredients to the signature Krabby Patty, both will be playing a starring role in the produce aisle this spring.
Bland Farms and Paramount Pictures Corp. announced a partnership for the 2020 Vidalia sweet onion season in conjunction with the release of The SpongeBob Movie in theaters next spring.
The SpongeBob franchise attracts millions of viewers of all age groups. For 20 years, SpongeBob SquarePants has remained a global icon recognized by kids and adults across a multitude of demographics. Bland Farms hopes to capture this excitement and align its own “Roots to Retail.” story with both retailers and consumers.
Bland Farms is anticipating a big boost in sales as it captures a younger, more diverse market. The company hopes this strategic alignment will also tap into millennial nostalgia. “We are thrilled to launch this partnership with the upcoming SpongeBob movie. This has always been a family show in our house and now my grandkids are watching it too,” said Delbert Bland, owner and president of Bland Farms. “SpongeBob SquarePants is one of the most popular characters around the world, so who better to help sell our most popular onion — the Vidalia.”
Over the next six months, Bland Farms and Paramount Pictures will promote this exciting partnership through dynamic point-of-sale merchandising displays, national ad campaigns and an interactive microsite on BlandFarms.com. An online consumer sweepstakes is in the works as well.