Slim Jim, a ConAgra Foods brand, has signed on to be the Official Meat Snack of World Wrestling Entertainment (WWE) and is the presenting sponsor of WWE’s WrestleMania XXVI, in Glendale, Ariz. on March 28 and SummerSlam, in Los Angeles on Aug. 15.
As part of the deal, WWE Superstar Edge will serve as a spokesperson for Slim Jim.
The one-year deal extends the relationship begun last year as part of the brand’s “Spicy Side” campaign and shows consumers what happens when their alter ego encounters the snap of the bold and spicy flavor of a Slim Jim. Throughout the year, the campaign will integrate TV, experiential marketing, in-store, online and public relations activities, as well as an interactive Web site at www.spicyside.com that offers gaming and social networking experiences.
On behalf of Slim Jim, Edge will be making personal appearances and hosting the “Live Like Edge” sweepstakes as well as “The Slim Jim Showdown,” a mobile phone contest. A new “Spicy Side” commercial featuring Edge will debut on USA Network and MyNetworkTV during Monday Night Raw and Friday Night SmackDown, as well as online at SpicySide.com and WWE.com. The commercial will also be seen at more than 300 WWE live events throughout the year.