A campaign to promote the release of Alice in Wonderland on Disney Blu-ray & DVD launches at the end of May, 2010 with a chance to win a ‘Mad Hatter themed tea party’.

For this launch Disney will undertake a third party brand tie-in with ASDA which involves an exclusive promotion across ASDA speciality teas and the chance to win a ‘Mad Hatter themed tea party’ and five summer hampers for runner up prizes.

Devised and implemented by Haygarth, the promotion will create a strong out-of-category presence across all 375 ASDA stores. The campaign will be supported by strong in-store POS and on-pack promotional stickers across ASDA’s speciality tea range as well as over 130,000 Disney Blu-ray & DVD units. In addition the activity will be supported in the ASDA magazine, banners on the Asda website and special midnight openings in ASDA’s biggest stores.

Ruth Greer, customer marketing manager at Disney, says: “This partnership is a fantastic opportunity for both Disney and ASDA and will really help to drive awareness of the Alice in Wonderland launch whilst adding value for the consumer.”

The campaign for Walt Disney Studios Home Entertainment will run in ASDA stores for 2 weeks from 31st of May 2010.