The UK’s largest supermarket group Tesco is to host Walt Disney-branded instore play areas for kids at larger outlets across its six hundred-strong chain.

The supermarket giant has also used its multi-million Clubcard database to mail 500,000 of its members with details of the Tesco/Disney Kids Club together with discount coupons for Tesco and Disney products. The campaign was created by London marketing and media shop ehsrealtime.

The Kids Club targets parents with children aged 5-8. “It's a great way to maintain communication with our customers once their children are past the baby and toddler stages,” enthuses Tesco marketing director Tim Mason. “Our focus is on meeting the expectations of our customers and working with Disney allows us to do that.”

The partnership with Disney may also serve as a springboard for Tesco’s development Stateside where two months ago it purchased a 35% stake in Safeway’s online shopping operation for $35 million in cash and resources. [WAMN: 26-Jun-01].

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