• by Karlene Lukovitz  @KLmarketdaily, January 10, 2011

Expanding on its "family fun" programs, Kraft Singles has partnered with Disney On Ice for a special offer: Now through May 31, any package wrapper for a Singles product can be redeemed for a pair of 50%-discounted tickets to any of five Disney ice shows playing across the country.

The program is similar in concept to the cheese brand's partnership with Minor League Baseball, in which families who bring a Kraft Singles package wrapper to Tuesday night games in parks across the U.S. -- and buy one ticket -- receive a second ticket free.

In both cases, the brand is building goodwill with consumers, as well as encouraging purchase, by partnering to offer budget-friendly deals on activities that are known family-pleasers.

The Kraft Singles/Disney On Ice teaming represents a "perfect" family fun/value pairing, noted senior brand manager Sherina Smith, pointing out that a family of four could save anywhere between $20 and more than $160, depending on the show and locality.

The Disney On Ice tour shows to which the offer extends include Disney*Pixar's Toy Story 3, Mickey & Minnie's Magical Journey, Princess Classics, Princess Wishes and Let's Celebrate! In all, shows will visit 58 cities, reports reports Anne Field, senior associate brand manager, Kraft Foods.

While people must redeem their wrappers/buy the tickets by this May, the tickets are good for any of the five Disney ice shows that play through May 2012 (show schedules may change after May 2011) -- enabling families who miss this year's show in their localities to perhaps catch next year's, explains Field. People can redeem wrappers at venue box offices when tickets are on sale, or order online through DisneyOnIceOffer.com using an on-pack promotional code, or mail the order/wrapper to Disney On Ice customer service.

Disney On Ice TV spots featuring Disney characters and including the Kraft Singles logo and an audio mention will run in all markets, and in the brand's core markets these will be paired with a second 15-second brand spot reflecting Kraft Singles' ongoing "The American Cheese" campaign theme, according to Field. All markets will air radio spots for the locality-appropriate shows, which will include a description of the Kraft/Disney offer, and print ads will run in some markets.

Online advertising is part of the program, and Kraft Singles is promoting the offer on its Facebook page -- which will, by next week, feature a "family fun" tab with more information about the offer/ shows. Kraft Singles will also be reaching out to mom bloggers (although based on a search, it appears many are already onto the offer).

While this is Kraft Singles' first partnership with Disney On Ice (which is operated by Feld Entertainment), this is not the cheese brand's first partnership involving Disney. For example, the brand and Disney ABC Television Group teamed in first-half 2010 on a "Single Best Town" contest in which the winner (Three Lakes, Wisc.) was treated to a block party featuring the recording artists Lyric Street, appearances by stars from ABC Daytime and SOAPnet, and food featuring Kraft Singles.