FSI Report: May 23, 2004

The good old home video returns to the promotion circuit in this week's FSIs as Unilever Bestfoods' Skippy searches for "America's Nuttiest Family." To enter, consumers submit a videotape of their family expressing their love for Skippy peanut butter through an original song. The grand-prize package includes $20,000, an "ultimate nutty playroom" and a year's supply of Skippy products. First-prize winners receive a digital video recorder and one year's product supply; second-place winners score a karaoke machine and a year's supply of Skippy. Entry is through July 15; details are at peanutbutter.com. Elsewhere, the Shrek and Spider-Man sequels are going head-to-head in the supermarket aisles. PepsiCo's Frito-Lay advertises its Shrek 2-themed Cheetos Twisted SKU with a full-page FSI. The limited-edition product turns tongues green. Frito-Lay also plugs a Shrek 2 sweeps at fritolay.com offering trips to Fiji and other exotic locations. (See Related Articles.) Fellow DreamWorks SKG marketing partner Masterfoods graces the cover of News America Marketing's SmartSource insert in select markets. The FSI plays up Skittles' Shrek-inspired sweeps. (See Related Articles.) Elsewhere, Georgia-Pacific's Dixie brand promotes Shrek 2-themed cups and dispensers with a full-page FSI. Shrek 2 opened May 19. Meanwhile, Kellogg Co. uses a full-page FSI to advertise a Spider-Man "Spidey-Signal" toy inside specially marked boxes of Frosted Flakes. Spider-Man 2 from Sony Pictures opens June 30. Elsewhere, Kellogg runs an FSI advertising voice-activated Spider-Man 2 software included in specially marked boxes of Pop-Tarts. The final home-video installment of New Line Cinema's The Lord of the Rings also got some FSI attention. Gillette's Duracell promotes its tie-in to The Return of the King with a full-page FSI communicating an offer for $5 off the DVD with the purchase of batteries. The video premieres May 25. (See Related Articles.) Among other FSI-supported campaigns breaking this week: Kellogg's Keebler division kicks off a "S'moresapalooza" recipe contest offering a one-week family vacation to Hershey Park in Hershey, PA. Contestants submit an original s'mores recipe using Keebler Grahams crackers, Hershey chocolate and marshmallows. Entry is through Oct. 30. ConAgra Foods kicks off an "Ultimate Summer Fun" sweeps offering winners a choice of prizes, such as a VIP visit to a Six Flags amusement park, a family fishing trip with a pro and the chance to throw out the first pitch at a Major League Baseball game. Ten grand-prize winners will be selected. Entry forms are included in the FSI and are due by July 23. HP Hood, Inc. teams with Radio Disney to celebrate Mickey Mouse's 75th anniversary with a sweeps dangling a trip for four to California. To enter, kids color a black-and-white Mickey Mouse picture and submit it with three Hood UPCs. The template is featured in the FSI and at hphood.com. In California, the grand-prize winner will visit a Disney theme park and attend a party unveiling 75 "InspEARation" Mickey sculptures decorated by celebrities. The sweeps runs through Oct. 30. The National Frozen & Refrigerated Foods Association turns the table to celebrate June as "National Dairy Month." NFRF dubbed March "Frozen Food Month," which was accompanied by a heavy in-store marketing push. (See Related Articles.) This time, there will be deals and promotions on refrigerated dairy products from NFRF's two dozen-plus sponsors including ConAgra Foods, Kraft Foods, Dannon Co. and General Mills. A "Cool Favorites" sweeps will award one $5,000 grand prize. Entry is at bringustoyourtable.com through July 31. Del Monte Pet Products teams with the American Humane Association for a "Pets & Pals Photo Contest" awarding a $10,000 grand prize. A panel of judges will select finalists, which will then be posted online for consumers to vote on. Winners in five categories will receive a Sony digital camera and a six-month supply of dog or cat food and treats. Entry is through July 15.Information is at thinktreats.com, americanhumane.org, kibblesnbits.com and 9lives.com. (See recent Del Monte Pet campaigns in "FSI Report: March 14, 2004" and "FSI Report: Feb. 22, 2004" in Related Articles.) Kraft Foods promotes a program delivering Nintendo GameBoy Advance trading cards inside specially marked boxes of Jell-O and Capri Sun. McCormick & Co. teams with football legend Joe Montana for a sweeps awarding a trip to "grilling camp." Ten grand-prize winners score a trip to San Francisco, where they will grill with Montana. Recipe booklets featuring Montana and the contest are being distributed at retail. Gillette Co.'s Oral-B brand uses a full-page FSI to hype its new Humming Bird power flosser and pick. The FSI includes two $1 coupons. Shelf signs support the launch at retailers including CVS. Kimberly-Clark promotes its supplier status for the upcoming Summer Olympics in Athens, Greece, with an instant-win game dangling $1 million. (See Related Articles.) Lea & Perrins hosts a sweeps offering five winners a vacation for two to Paradise Island in the Bahamas. Twenty first-place winners score customized grills. An entry form included in the FSI is due by Dec. 31. B&G Foods' B&M baked beans advertises a sweeps awarding one grand-prize winner four sets of season tickets to see the Boston Red Sox play at Fenway Park. An entry form is included in the FSI and is due by Sept. 7. In other markets, the prize is for New York Yankees tickets. Kings Hawaiian Bakery West runs a half-page FSI communicating a sweeps dangling a Vermont Islands grill valued at $10,000. Five runner-up winners score a seven-foot grill island. Entry is at kingshawaiian.com through Oct. 10.

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