ConAgra's 'Talking Tub' Acts as Parkay Salesman on Dairy Case Shelves

Downers Grove, Ill. -- ConAgra Foods Inc. is playing the nostalgia card this summer with an integrated marketing campaign that reintroduces its Parkay Talking Tub icon. Dairy case shelves in 10,000 supermarkets nationwide are featuring audio displays that tout the "Find the Talking Tub" consumer instant-win game.Calling out "The label says Parkay -- the flavor says butter. Find a real Talking Tub and you could be an instant winner," the custom audio displays are designed to encourage the purchase of 16-ounce tubs of Parkay Soft, Parkay Soft Light and Parkay Calcium Plus. Approximately 15,000 specially marked tubs contain light-sensitive voice chips under their lids to alert consumers that they've won a prize.The game includes a $10,000 dream kitchen grand prize, as well as smaller prizes such as Talking Tub alarm clocks and keychains."Our goal is simple," says Dave Bachtel, brand manager, Parkay. "We're bringing innovation and excitement to Parkay. Our message is aimed at families -- particularly moms -- and we're attracting the attention of families as they shop."Bachtel says his team worked with its promotion agency, Chicago-based Pinnacle Promotion Group Inc., to develop the campaign and assemble the necessary technology to create the displays. Both companies then worked with News America Marketing, New York, to extend the reach of the campaign to a national level. News America Marketing also handled the installation of the displays in supermarkets.In addition to the in-store displays and instant-win game, the campaign's other two "big components," according to Bachtel, are television ads and free-standing inserts. The ads utilize computer graphics imagery technology to give the Talking Tub speaking abilities and animated movements. Since the Parkay Talking Tub debuted in television ads in 1973, the product has been humorously endorsed by such celebrities as Laurel and Hardy, Deacon Jones, Crystal Bernard and Al Franken.

ConAgra's 'Talking Tub' Acts as Parkay Salesman on Dairy Case Shelves

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