FSI Report: Aug. 8, 2004

General Mills and Campbell Soup Co. launched competing FSI events this week to play up their respective loyalty programs for back-to-school season. Each company was featured on the cover and dominated the inside pages of separate FSIs from News America Marketing's SmartSource. Through its initiative for Labels for Education, Campbell will award a family cruise to 60 sweepstakes winners. Entry is at winacruise.com, where visitors can also play an instant-win game awarding 10,000 prizes. To play, consumers plug in codes from any two packages of Campbell's products. Members of the company's loyalty program collect labels to redeem for merchandise for local schools.Meanwhile, General Mills uses its FSI to announce that the Box Tops for Education program has surpassed the threshold of one billion box tops. Members collect box tops to redeem for cash for local schools.In August 2003, the two companies launched nearly identical sweepstakes to hype their programs. But only General Mills ran extensive advertising in SmartSource, while Campbell's concentrated on an account-specific program with ShopRite. (See Related Articles.) This time, Mills runs 14 FSI pages and Campbell runs five. Among retailer support for the campaigns: Pathmark teams with Campbell's for a sweeps awarding 100,000 bonus labels to one consumer every week for 10 weeks. Entry is at pathmark.com. The promotion was featured in the chain's Aug. 6 circular. Ahold USA's Stop & Shop this week is distributing General Mills recipe and coupon booklets and sampling cereal brands in stores.H-E-B hosts an overlay to Campbell's sweeps. (See "H-E-B Takes Three ... " in Related Articles.) Meijer offers 200 bonus Labels for Education with the purchase of five participating items from Campbell's (although the feature ad in the chain's circular, attached at right, inadvertently carries the Box Tops for Education logo). In other FSI-supported campaigns breaking this week: Bic USA plugs its new Soleil brand through a sweeps offering a chance to "step out" with the Radio City Music Hall Rockettes through a full-page FSI. One grand-prize winner scores a trip for four to New York City to have a "girls' night out" with two Rockettes. Entry is at feelthesoleil.com through Sept. 23. The company hosted a free-trial offer in a May 16 FSI for the launch of the women's disposable razor. J.M. Smucker Co. teams its Smucker's and Jif brands in an offer for a free loaf of bread with the purchase of peanut butter and jam, jelly or preserves. The full-page FSI also includes a mail-in offer for a free DVD featuring three episodes of PBS Kids' program CyberChase. To receive the offer, consumers must purchase one Jif and one Smucker's product and pay $3 in shipping and handling fees. GlaxoSmithKline's Oxy runs another half-page FSI to promote the online "Oxy Rocks" instant-win game and sweepstakes offering a trip to the 2005 MTV Video Music Awards. (See Related Articles.) Kellogg Co. and Welch Foods team for an FSI advertising Kellogg's new Krave snack bar and Welch's juice bottles. A coupon delivers $1.50 off a box of Krave bars with the purchase of two Welch's six-packs. McNeil Nutritional's Tylenol graces the cover of Valassis' insert (in select markets) with a sweeps offering a trip to Athens, Greece. Entry is at nbcolympics.com/8hour through Aug. 31. Tylenol is an official supplier for this month's Summer Olympics. Eastman Kodak Co. uses a full-page FSI to kick off an online game awarding a trip to the 2006 Winter Olympics in Torino, Italy. Consumers can play at Kodak.com/go/Olympic through Sept. 3. Kodak is a worldwide Olympics sponsor. Nestle Foods' Toll House brand continues to promote its candy bar SKU with a "back-to-school superstar" sweeps offering a family vacation to Disneyland. Consumers can enter through a form included in the FSI or by visiting tollhousecandybars.com. Toll House recently kicked off sweeps offering additional trips at ShopRite (see "ShopRite, Brands ... " in Related Articles) and at Pathmark.

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