Feb 6, 2008 6:05 AM, PROMO Xtra, By Amy Johannes

Krogers is carrying 2,500 displays to promote the Cheez-It and TV Guide promotion, which runs through Feb. 21.

Kellogg Co. has partnered with TV Guide to run an in-store promotion pairing its Cheez-Its Crackers with the weekly magazine.

Starting Feb. 7, Kroger stores nationwide will feature displays containing Cheez-It crackers and copies of the Feb. 11 issue of TV Guide.

And in a nod to Cheez-Its NASCAR tie, a collectible holographic ad that highlights the No. 5 Cheez-It/Carquest Chevrolet will be printed on the magazine’s back cover. The issue also features a holographic NASCAR cover of racer Dale Earnhardt Jr.

The collectible covers will be available on newsstands only, TV Guide said.

TV Guide is using its partnership with Cheez-It to drives sales. People who buy a copy of the magazine, which hits newsstands Feb. 7, will receive a coupon for a free box of Cheez-Its. The coupons are redeemable through March.

“TV Guide magazine thrives on creating unique marketing opportunities that engage our readers, said Pete Haeffner, publisher, TV Guide, in a statement. “The combination of TV Guide magazine and Cheez-It crackers is a perfect pairing of two major consumer brands.”

Kellogg teamed with TV Guide to help promote the relationship between the Sunshine cracker brand and family entertainment, the company said.

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