TCC, the global leader in retail marketing programmes designed to change shopper behaviour, has shoppers blue in the face with excitement as they experience the stars of the company’s latest retail loyalty programme – The Smurfs™!

TCC was granted sole license for the use of the new Smurfs movie release – The Smurfs™ in 3D – for retail loyalty promotions. Through the agreement, which runs until the end of 2012, TCC has taken The Smurfs™ on an international journey which has to date included 13 programmes, stretched across eleven countries: Sweden, Belgium, Austria, United Kingdom, Spain, Slovenia, Czech Republic, Hungary, Italy and Finland.

The global appeal of the unmistakable little blue characters, created over 50 years ago, has been utilised in a range of flexible retail promotional programs designed to increase basket spend and also drive repeat footfall. The promotion’s retail partners have included Statoil in Sweden, Delhaize in Belgium and El Arbol in Spain. Many different product ranges have been available for shoppers to collect including Smurf plush marionettes, Smurf figurines, Smurf glasses and Smurf sticker collections.

The multi-angled campaign features a number of promotion devices and is supported by an extensive and adaptable range of display and Point of Sale materials.

Chris Taylor, Head of Special Events Campaigns, TCC comments: “The in-store effectiveness of any campaign begins with eye-catching engagement – and The Smurfs are absolutely unmissable! The success of the new film has launched a new generation of Smurfs fans and this agreement opens up a powerful opportunity to create a unique promotional incentive to reach millions of consumers and drive customer loyalty across the eleven countries.”

The enduring appeal of The Smurfs™ is highly engaging right across all countries and demographics – from kids seeing them for the first time in the new movie to parents and grandparents who love to rediscover their Smurf memories of the 1980s and beyond. Compared to many contemporary characters on DVDs and video games, the Smurfs have a simpler, more innocent appeal that resonates very strongly with many parents and grandparents. As such, we are confident that their appeal extends from the cinema aisles to the supermarket aisles and we will deliver campaigns with genuine stand-out and drive significant growth in sales for our retail partners.”

The U-rated Smurfs movie, set in modern day New York, features the voices of Hank Azaria as the villain Gargamel and Katy Perry as Smurfette and has topped the box office list in a number of countries since its US premiere on 29 July 2011. The characters originated in a 1958 story by their creator, Belgian cartoonist Pierre Culliford, who wrote under the pen name Peyo. Over their 53-year history, the characters have starred in a number of TV series and full-length films and featured in everything from theme parks to video games as well as selling millions of records, most notably the unforgettable (no matter how hard you try) The Smurfs Song, by Father Abraham (1977).

Over the last two decades, TCC has partnered with over 250 of the world’s leading grocery retailers such as Carrefour, Tesco and Metro to provide tailor-made promotions designed to increase sales through unique in store programmes.


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