FSI Report: Jan. 23, 2005

With less than two weeks until Super Bowl Sunday, National Football League sponsors and non-sponsors alike play up party-time refreshments in this week's newspaper FSIs. Among the activity from official National Football League sponsors: For the first time in the campaign, PepsiCo runs an FSI advertising its ongoing rebate offer coupling soda and Frito-Lay snacks. (See Related Articles.) A $1 coupon for the purchase of Tostitos and a 12- or 24-pack or four two-liter bottles of select sodas is included. Campbell Soup Co. runs a 1.5-page FSI promoting its Chunky brand. Co-equity ads with retailers including ShopRite support. Kraft/Nabisco uses a two-page spread to promote "crowd pleasing snacks." Featured brands include Wheat Thins, Ritz, Triscuits, and Cracker Barrel. News America Marketing hosts a sweepstakes dangling a trip to Super Bowl XL in Detroit in 2006. The campaign is advertised on the cover of and throughout the company's SmartSource insert. Entry is at smartsource.com and superbowl.com. Non-official activity includes: Dean Foods' French Onion Dip promotes a sweeps offering an "ultimate home sports theater" that includes a La-Z-Boy recliner, a plasma-screen television and satellite service for one year. Entry is at deansdips.com. General Mills uses a generic "halftime snacktime" theme for a two-page event advertising brands including Totino's, Sunkist, Chex, Bugles and Pop Secret. The American Dairy Association hosts a mail-in offer for a cheeseboard carrying the team logo of the consumer's choice. To receive the cheeseboard, consumers purchase one milk, cheese and yogurt product in a single shopping trip by Feb. 13 and submit the receipt and $5.99 in shipping and handling fees. An FSI for Nestle's Nesquik cross-promoting General Mills' Yoplait runs opposite the FSI. Schwan's Consumer Brands' Red Baron teams with Carter Oosterhouse of TLC's Trading Spaces for a sweeps offering a $25,000 "party room makeover." Four runner-up winners score $10,000 toward a home makeover. Entry is at redbaron.com/tradeuprules. Kellogg Co. relies on former NFL player Troy Aikman to advertise a Crispix snack mix using Cheese-It crackers. A handful of brands went with non-football promotions: Unilever's Slim-Fast graces the cover of the Valassis insert with a plug for the brand's Optima Diet. Consumers are encouraged to call a toll-free number to receive a free packet of starter materials. Cargill, Inc.'s Shady Brook Farms plugs a sweeps offering a family vacation to a theme park in Orlando, FL. Entry is at shadybrookfarms.com. L'Oreal's Garnier Fructis runs a two-page spread advertising its sponsorship of Nextel Cup Series driver Brian Vickers and promoting a sweeps awarding a 2005 Chevy Monte Carlo. Entry is at garnierfructis.com through July 10. Fructis received feature space in weekly circulars for CVS, Walgreens, Rite Aid and Ahold USA's Tops/Giant Carlisle chains.Kraft's Oscar Mayer Lunchables plugs a campaign offering free music downloads from Radio Disney in one out of every five packages. Colgate-Palmolive plays up a cause-marketing campaign benefiting the Starlight Starbright Foundation for seriously ill children. With each coupon redeemed, the company will make a donation to the organization (up to $275,000). Sargento Foods hosts a contest offering cooking lessons in the Napa Valley with Food Network host Michael Chiarello. To enter, consumers submit an original recipe using Sargento Cheese.

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