NatureSweet Tomatoes, Radio Disney promote talent competition

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Tomato-grower Desert Glory and Radio Disney launched a Web-based campaign on April 18 to promote the NatureSweet Tomatoes line and the media brand's “Next Big Thing: Making It Big” competition. Created by Alcone Marketing, the push targets children, tweens and families.

To promote Next Big Thing, Desert Glory will run an online talent contest called “Sweet Sensation, Snack Like an All-Star.” The effort will encourage consumers ages six to 16 to submit videos of themselves showing off their natural talents inspired by tomatoes at www.cherubstomatoes.com/sweetsensations.

"This partnership is a great way for NatureSweet to reach a family targeted audience," said Michael Riley, GM and SVP at Radio Disney. "For us, it is about creating multiplatform content initiatives for our audience."

Desert Glory is also running ads on RadioDisney.com, as well as hosting talent competitions in select US cities. To enter, consumers must disclose their e-mail addresses. Visitors can vote and comment on their favorite performers.

The brands will give the winner a family trip for four to Los Angeles to meet the band Allstar Weekend, finalists from the inaugural season of the Next Big Thing competition who are now signed to Hollywood Records. Additional prizes include a guitar signed by Allstar Weekend and other autographed Radio Disney and Allstar Weekend merchandise.

NatureSweet packages will also feature digital music codes to download songs from Allstar Weekend and the previous contest winner, Jasmine Sagginario.

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