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Baskin-Robbins in big Shrek's promotion.

Baskin-Robbins is participating in an eight-week nationwide promotional partnership with DreamWorks to support the Nov. 2 DVD/VHS release of the hit movie, Shrek. Through the end of the year, Baskin-Robbins is offering a limited-time Shrek flavor, sundaes, and ice cream cakes in participating stores. In addition, Baskin-Robbins' ice cream will be a featured prize on the Instant Win Game Card included on every DVD/VHS of Shrek as well as other DreamWorks' family titles including The Prince of Egypt, Antz, Joseph, King of Dreams, The Road to El Dorado, and Chicken Run.

"Our partnership with DreamWorks' theatrical release of Shrek was the largest promotional campaign to date for Baskin-Robbins," said Joe Adney, Baskin-Robbins Director of Marketing. "Shrek charmed both parents and children alike, and we are delighted to team up with DreamWorks once again for the DVD/VHS release of Shrek as it offers the perfect encore to a fairytale success."

Making its second storybook appearance, Baskin-Robbins' November flavor of the month, Shrek'd-Out Chocolate Mint, was first introduced for the theatrical release of Shrek in May. The flavor features a combination of white mint mousse ice cream loaded with five different Shrek character chocolate pieces filled with green-mint goo: Shrek, Princess Fiona, Donkey, Dragon and Lord Farquaad.

In addition to the November flavor of the month, participating Baskin-Robbins locations are also featuring Shrek's Hot Sludge Sundae, a combination of Oreo Cookies 'n Cream ice cream, hot fudge, crushed chocolate cookies, whipped cream and squiggly gummy worms; and Shrek Freeze Frame Cake, featuring an image of Shrek and Donkey framed by sunflowers. Cakes can be made with the available ice cream flavor of choice combined with chocolate or vanilla cake.
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Publication:Ice Cream Reporter
Date:Nov 20, 2001
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