Ralcorp Holdings has joined forces with a variety of non-food businesses, including Old Navy, as it looks to drive sales of its Post brands.

The company has linked up with Old Navy and 24 Hour Fitness through promotional partnerships that will include offers delivered through retail sampling events.

Post is staging three in-store sampling events in conjunction with Old Navy, offering customers the chance to sample Pebbles Treats, Great Grains Raisin, Date, Pecan and Honey Bunches of Oats Raisin Medley cereals. In return, Post is running an on-box promotion for a free Old Navy T-shirt with the purchase of a graphic T-shirt.

Meanwhile, fitness club operator 24 Hour Fitness held a nationwide sampling event in return for on-pack exposure on Grape-Nuts packages.

Previously, Post has worked with GladWare - providing holiday cookie recipes for 2010 in return for the distribution of money-off coupons - and Sunsweet.

"By choosing partners that target a similar audience, Post can surprise and delight consumers in unexpected places throughout their day - not just in the cereal aisle," Post Foods director for consumer promotions Kelly Annis said yesterday (19 May). "Through these sampling programmes we were able to meet each partner's marketing objectives."