Cheesemaker Saputo tied with Warner Bros.` LOONEY TUNES: BACK IN ACTION for a $1 million-plus back-to-school promo touting Frigo Cheese Heads snacks. The September-through-November promo put LOONEY TUNES characters on 9 million packs of Frigo string cheese, with an offer for a free Looney Tunes CD-ROM with two proofs of purchase. Packages also carried LOONEY TUNES games and trivia. Two FSIs droped a combined 70 million coupons; ads in kids` magazines, online at LOONEY TUNES and Nickelodeon Web sites supported. A school overlay brought a "Tooned-In School Menu" program to 4 million kids via posters and coupons in school cafeterias.