Toronto-based kids and families’ online media spot Kaboose.com has partnered with food giant H.J. Heinz to launch the latter’s U.S. only Silly Squirts product. The partnership marks the largest offline exposure for Kaboose with Heinz providing the company with label real estate on many of its brands, including the Silly Squirts bottles. As part of the deal, Kaboose has developed target demo-appropriate and interactive Heinz microsites within Kaboose.com. The microsites will feature family activities and content including recipes, crafts for kids and a Mom’s Forum, all while driving traffic to the official Silly Squirts website. The deal was brokered by interactive media agency Starcom IP. According to a spokesperson, this is the first time that Heinz has used an online vehicle for a product launch. The U.S.-only promo targets moms.
