Dive Summary:

• Gourmet Trading, a Los Angeles-based importer of fruits and vegetables, hopes to cash in on the publicity surrounding the 75th Anniversary of "The Wizard of Oz."
• The promotion features asparagus stalks wrapped with ties featuring a photo of Judy Garland as Dorothy, the Kansas farmgirl who travels to the magical land.
• The promo is linked to the release of special edition DVDs, as well as limited theatrical presentations of the film, starting Oct. 1.

Dive Insight:

Gourmet Trading has become a bit of a movie buff in its food promotions. The company is still in the midst of a "Smurfs 2" marketing tie in for blueberries.