FSI Report: Oct. 5, 2008

General Mills leads the charge to recognize October as Breast Cancer Awareness Month with a stand-alone event in this week's FSIs. As it did in 2007 (see "FSI Report: Oct. 7, 2007" in Related Articles), the packaged goods manufacturer promises to donate $2 million to Susan G. Komen for the Cure through proceeds from sales of pink-ribbon items from Betty Crocker, Cheerios, Hamburger Helper, Nature Valley, Pillsbury, Progresso, Yoplait and other brands. The "Pink Together" products are featured along with other Mills brands in a 14-page FSI distributed by NewsAmerica's SmartSource that offers $16 in savings.Retailer-specific overlays include a co-equity FSI with Ahold USA's Stop & Shop promising $1 donations to local Komen affiliates (up to $75,000) with every purchase of five Pink Together SKUs from Oct. 3-9.Among brand-specific activity:MultiGrain Cheerios and Fiber One direct consumers to the Pink Together website to read stories from cancer survivors. &nbspCascadian Farm Organic pledges to donate more than $20,000 to Komen. &nbspYoplait promotes its evergreen "Save Lids to Save Lives" campaign, which donates 10 cents to Komen for every pink yogurt lid consumers submit through Dec. 31. The brand guarantees a donation between $500,000 and $1.5 million. &nbspBetty Crocker encourages consumers to register online to receive a booklet with $10 in coupons.Among other breast cancer-related cause activity: SmartSource features the message, "Pink. The color of promise," on the cover of its FSI and repeats the slogan on the borders of various manufacturer FSIs.&nbspACH Food Co. pledges a $250,000 donation to Komen through sales of its Fleischmann's, Argo and Karo brands. The manufacturer also offers a 48-page cookbook to consumers who mail in a coupon and $1 for shipping and handling. &nbsp3M promises to donate 10% of proceeds from the sale of select O-Cel-O sponges and Scotch lint rollers to Komen.&nbspHenkel promises to donate $100,000 to the Breast Cancer Network of Strength (formerly the Y-ME Breast Cancer Organization) in a spread promoting Purex, Soft Scrub and Renuzit cleaning products and Dial, Soft & Dri and Dry Idea beauty brands. &nbspEnergizer Holdings pledges 50 cents from select battery package sales to Komen, and a total donation of $100,000 to $250,000. The company also offers a pink cosmetics bag designed by Stephanie Johnson to consumers who mail in three UPCs and a receipt from Sept. 1 to Dec. 31; $1 for each bag redeemed (between $10,000 and $15,000 total) will be donated to Komen. &nbspWelch Foods touts its $100,000 donation to the National Breast Cancer Foundation. &nbspFresherized Foods' Wholly Guacamole promotes "Pretty in Pink" packaging to support the cause while also touting the endorsements it has received from Men's Health, Shape and Good Housekeeping magazines. The brand also introduces an online sweeps awarding $100,000.In other FSI activity this week:Campbell Soup Co. promotes its lineup in an eight-page stand-alone FSI distributed by SmartSource, and pledges to donate up to $250,000 "to help fuel the future of American farming." Consumers who click on a red barn icon on Campbell's website from Sept. 29 to June 21, 2009, trigger a $1 donation to the National FFA (Future Farmers of America) Organization. &nbspWindsor Quality Food Co.'s Jose Ole introduces a "Coolest Mom Recipe Challenge" contest, which solicits recipes using the brand across five categories through May 31, 2009. Judges select 20 finalists in each category whose recipes will be posted online for a public vote; the top five finalists in each category will be submitted to a taste test. The grand-prize winner receives $20,000 in gift certificates to equip a "dream kitchen," while 15 first-prize winners get $100 gift cards to cooking.com.&nbspLiDestri Foods' Francesco Rinaldi offers a $3 mail-in rebate with purchase of two SKUs and Walt Disney's platinum-edition Sleeping Beauty DVD from Oct. 7 to Dec. 31. A related sweeps awards a grand-prize $5,000 Ashley Furniture HomeStore gift certificate and 100 first-prize DVDs. Entry is online from Oct. 5 to Jan. 5, 2009. &nbspSara Lee's Hillshire Farm repeats an FSI for an instant-win game awarding movie tickets to Disney's High School Musical 3: Senior Year as the film's Oct. 24 release date nears. (See "FSI Report: Aug. 24, 2008" in Related Articles.) &nbspJohnsonville Sausage promotes a mail-in offer for a 300-recipe cookbook by Sandra Lee (host of Food Network's Semi-Homemade) with purchase of three SKUs from Oct. 1 to Nov. 30.&nbspDel Monte Foods promotes a "Many Faces of Contadina" contest in which consumers submit recipes to be featured on packaging. The FSI promotes the "Sisterhood of Contadina," an online community for women who "cook with passion, pizzazz and genuine Italian ingredients." &nbspUnilever showcases dinner ideas that cost less than $3.50 per serving in a spread featuring coupons for Lipton, Country Crock, Knorr, Skippy and Wish-Bone. The ad directs consumers online for dinner recipes. Co-equity overlay recipients include Stop & Shop.&nbspUnilever's Promise Activ Supershots dangles a free reusable shopping bag by mail with purchase of two SKUs.&nbsp Kimberly-Clark introduces Kleenex Lotion facial tissue with an oversized, double-sided FSI. &nbspJohnson & Johnson's McNeil Consumer Healthcare division promotes its "Healthzone 365" website in a multi-page event. Walgreens gets an overlay in some markets, dangling $5 in Register Rewards with purchase of three McNeil SKUs.&nbspGoya Foods hosts a "Passport to Flavor" on-pack instant-win game awarding $425,00 in prizes, including 40 family vacations to Latin America (valued at $10,000 each). The game runs Sept. 1 to Oct. 1, 2009.&nbspEnergizer Holdings' Playtex directs women online to order free samples of Playtex Sport or Gentle Glide tampons. &nbspHill's Pet Nutrition dangles $15 in coupons and directs consumers online to enroll in the "Nature's Best Rewards" program. (See "FSI Report: Aug. 3, 2008" in Related Articles.) &nbsp Yum! Brands restaurant chains A&W, KFC, Long John Silvers, Pizza Hut and Taco Bell encourage consumers to "Give $1 and feed 4 children" on the border of an unrelated FSI. The ad directs consumers to the website of "Hunger Relief 2008," a campaign co-sponsored by Yum! and humanitarian relief agency World Food Programme.

FSI Report: Oct. 5, 2008

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