The Allionce Group Brings Teddy Grahams to Zoos and Aquariums Across U.S.

October 08 12:30 2019
Brand Marketing Campaign to Millennial Parents and Kids to Expand in 2020

Boston, MA – October 8, 2019 – The Allionce Group, a marketing agency that facilitates meaningful connections between brands and the families that visit zoos and aquariums throughout the U.S., today announced the completion of its groundbreaking Summer 2019 Teddy Graham integrated marketing campaign. Spanning 26 targeted markets across the country, the campaign featured a unique mix of branding, sponsorship, experiential and digital components, all of which allowed Teddy Grahams to engage directly with millennial parents and their children. As a result of its success, the program will be continued and expanded in 2020.

“Zoos and aquariums offer a rare opportunity for brands to engage with families at their most authentic and connected moments, establishing deep, meaningful relationships that are not available at other venues,” said Mark Giovino, CEO and founding partner of The Allionce Group. “It is this access to an engaged audience of young families that proved invaluable to the campaign and gave Teddy Grahams the opportunity to not only connect with visitors but enhance their experience.”

Branding opportunities within the program were customized to maximize exposure at each location. For example, Teddy Grahams was the presenting sponsor of Volunteer Week at the Oakland Zoo, while at the Cleveland Zoo, they were the presenting sponsor of the Nature Discovery Ridge playground area, which featured prominent signage and tips on how to enjoy outdoor play. At the world-renowned San Diego Zoo, Teddy Grahams’ signage was seamlessly integrated into the zoo’s bear exhibits and featured educational tips and fun facts about the Grizzlies and other bear breeds. The Saint Louis Zoo provided the opportunity to sponsor their Summer Concert Series alongside scavenger hunts and branded games.

Additional features of the campaign included on-site sampling with brand ambassadors and the Teddy Graham mascot, branded scavenger hunts for families to discover the zoo, and an interactive “How Much Do You Know About Bears” quiz promoted through zoo-owned digital channels that offered visitors the chance to win free tickets or membership to the zoo.

“With more than 195 million annual visits to more than 200 AZA accredited zoos and aquariums throughout the U.S., these venues represent an untapped pipeline to primarily millennial parents and their children,” continued Giovino. “Unlike traditional venues for brand promotion such as music and sports venues, zoos and aquariums are free of advertising and marketing oversaturation, giving companies the chance to reach key audiences while supporting causes important to their consumers.”

A video overview of the Teddy Grahams campaign can be found HERE.


The Allionce Group is a marketing agency that facilitates meaningful connections between brands and the 195 million annual visits to more than 200 AZA accredited zoos and aquariums throughout the U.S.  At the same time, Allionce Group helps zoos and aquariums of all sizes develop partnerships with well-known brands, generating significant financial resources that fund the critical environmental conservation and educational efforts that zoos and aquariums provide.

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