• by Shankar Gupta , October 12, 2005

Kaboose--a Web media and marketing company specializing in families and children--and Heinz have entered into a new cross-promotional deal: Kaboose will develop a microsite to promote Heinz's kid-targeted "Silly Squirts" ketchup bottles, while Heinz will place the Kaboose logo on millions of bottles.

"It's very much a cross-promotion," said Kaboose President Jonathan Graff. "Through Heinz's unparalleled distribution network, the Kaboose brand will have a presence on millions of families' kitchen tables across America." According to Graff, the deal will place Kaboose's logo on 20 million ketchup bottles, the majority of them on Heinz's regular base-brand ketchup.

The microsite will feature content targeted at mothers, suggesting ways that the ketchup can be used in recipes, and providing product information. "From our perspective, it's about teaching mom about the product and showing mom that her kids are going to have a good time with the product, and basically generate some excitement," Graff said. The Kaboose deal also includes a sweepstakes that awards the winning family a trip to Walt Disney World.

Graff said the deal was brokered by Starcom, which is Heinz's online agency of record, and has worked with Kaboose.com before on ad placements. It is a part of a seven-figure, 12-month online-only promotion of Silly Squirts.