FSI Report: Jan. 11, 2004

With the Super Bowl less than three weeks away, both official and unofficial National Football League marketing partners are promoting their party snacks, chips and dips. Super Bowl Sunday has become the second-largest food consumption day of the year (following Thanksgiving). Therefore, many packaged goods companies tweak their ad copy and display messages each January to attract party-planning consumers.Among this week's football-themed campaigns:Official NFL marketing partner Kraft Foods plugs its sponsorship through an FSI for Maxwell House Premium Cup. Co-equity overlays with retailers including ShopRite and Pathmark support. ShopRite featured the brand on the front page of this week's circular. B&G Foods is hosting a football-themed sweeps awarding a trip to Orlando, FL, and tickets to Disney World, Epcot Center or MGM Studios. To enter, consumers mail-in an entry form within the insert, which also includes a coupon for B&G pickles, peppers and beans. News America Marketing's SmartSource highlights its Super Bowl sponsorship with a sweeps offering tickets to the 2005 game in Jacksonville, FL. Consumers enter at smartsource.com or superbowl.com. The sweeps is featured on the cover of this week's insert in certain markets. ConAgra Foods' Rotel and Kraft's Velveeta brands team for a full-page FSI featuring a recipe for Southwestern Cheesy Chicken Dip and coupons for both brands. Dean Foods hosts a Pigskin Paradise sweeps awarding tickets to the Pro Bowl in Hawaii. To enter, consumers plug in a UPC from a Dean's Dip container at deansdip.com. Five additional brands, including General Mills' Ortega and ConAgra Foods' Banquet, use football-related imagery and ad copy to provide a topical spin for coupon offers. But not all brands are playing football. Additional campaigns breaking in this week's FSIs include: Wise Foods Inc. partners with Time Inc.'s Sports Illustrated for Kids to offer a free six-month magazine subscription with the purchase of three bags of Wise snacks. Participating products include Wise All Natural potato chips and Cheez Doodles. The offer runs through March 1. PepsiCo combines its Quaker and Tropicana lines for a two-page spread offering more than $10 in coupons across brands such as Life cereal, Chewy granola bars, Aunt Jemima syrup and Dole juice. The FSI also highlights Tropicana and Quaker's sponsorship of a health-tip segment on ABC's Good Morning America. Co-equity overlays at retailers including Pathmark and Jewel support. At Pathmark, shoppers receive a $5 refund by mail with the purchase of five Quaker, Tropicana Pure Premium or Dole Juice Blends products. The offer runs through Jan. 31 and was featured in the chain's Jan. 9-15 circular. Mott's Inc. offers consumers a $5 rebate on LeapPad educational toys with the purchase of any two Mott's items. LeapPad toys are made by LeapFrog Enterprises. The J.M. Smucker Co. continues to leverage its sponsorship of Stars on Ice with an FSI featuring skater Tara Lipinski promoting a partnership with the America's Dairy Farmers and Milk Processors "got milk?" campaign. Consumers receive 55 cents off a gallon of milk with the purchase of one Smucker's jam, jelly or preserve and one container of Jif peanut butter. The two-page spread also includes a mail-in offer for "Grandpa Witmer's Old Fashioned Peanut Butter Mixer" with the purchase of two Smucker's Natural Peanut Butter SKUs, plus shipping and handling. Cadbury Adams USA's Halls continues to push its Fruit Breezers throat drops with another FSI promoting a sweeps offering three big-screen TVs as grand prizes. (See Related Articles.) Elsewhere, three leading CPGs are staging multi-page FSI events this week: S.C. Johnson leads the pack with 11 pages plugging a variety of brands, including Glade, Fantastik, Pledge and Windex. Consumers are directed to cleanhomejournal.com to sign up for an e-mail newsletter delivering home-care tips and ideas. The Cottonelle brand is also hosting a mail-in offer for a Puppy Care kit containing a plush puppy, a pet carrying case and an adoption certificate. The kit costs $4.99. SmartSource take-one dispensers at retailers including CVS support. Kimberly-Clark hosts eight pages of "Family Savings" with coupons for Scott, Cottonelle, Kleenex, Kotex and Huggies, among other brands. The company is featured prominently in circulars for CVS and Stop & Shop, the latter of which is also providing endcap space for Kimberly-Clark products. General Mills' 5.5 pages feature a partnership with Sony Pictures Entertainment offering four TV show DVDs, including The King of Queens and Mad About You, inside boxes of cereal such as Total and Oatmeal Crisp. The CPG is also plugging a new Berry Burst Strawberry Banana Cheerios SKU.

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