Walt Disney Studios Home Entertainment is teaming up with Tesco to promote the release of Snow White on Disney Blu-ray and DVD via a national in-store scratch card promotion on bags of Fun-Size and Sweet Gala apples.

The campaign, which launches on Monday November2, was devised and implemented by Haygarth.

The promotion will be live across three million bags of apples in Tesco. A Snow White Scratch Card will be included in every promotional bag of apples offering consumers the chance to win a family holiday to Walt Disney World Florida or a runner-up prize of one of 50 iPod nanos.

Winners are directed to the promotional website (www.snowwhiteapples.co.uk) to claim their prize, while non-winners can visit the site to download free apple-based recipe cards

The promotion will be supported in the top 100 Tesco stores with point of sale, including branded shelf barkers, shelf wobblers and bus stops. Each of the three million apple bags will also be specifically branded with the Snow White creative and promotional message.

Gbone Adjene, senior customer marketing manager at Walt Disney Studios Home Entertainment, says: “This campaign is a perfect partnership between Walt Disney Studios Home Entertainment and Tesco to deliver a high impact retail campaign. It meets the joint objectives of increasing awareness for the Blu-ray and DVD launch out-of-category, while bringing the Disney magic, fun and theatre to the produce area.”