Masterfoods Turns Green for 'Shrek 2'

Masterfoods USA has Shrek-sized its signature M&M's line and is staging a Skittles game in conjunction with the much-anticipated sequel from DreamWorks SKG. M&M's features a limited-edition Shrek Mix SKU with green and black "ogre-sized" pieces. M&M's Minis feature new "pretty" and "swampy" colors. Meanwhile, sister brand Skittles hosts a "Find Shrek, Get Swamped with Prizes" instant-win game. Five consumers who find a bag of all green Shrek-faced Skittles win a grand-prize package featuring $10,000 and electronics from Sony including a flat-screen TV, a digital camcorder, a DVD player and a stereo system. Fifty first-place winners score Sony Wega TVs; 200 second-place winners receive DVD players; and 1,000 third-place winners will be awarded the Shrek 2 DVD. Game pieces are inside specially marked packages. A supporting FSI dropped May 23.Masterfoods is leveraging its tie-in to the CGI film to get incremental display space at leading retailers including Ahold USA's Stop & Shop and Wal-Mart. Plus, retailers such as Albertsons and BJ's Wholesale Club are supporting the promotion with account-specific activity. Albertsons is offering consumers a free Lucas Shrek 2 Crazy Hair or Magic Potion candy item with the purchase of one M&M's, Skittles or Kudos granola bar package. (Lucas is a Mexican candy brand Masterfoods' parent Mars, Inc., purchased in 2001.) Shelf signs and tear pads at Jewel-Osco communicate the promotion.BJ's is hosting a sweeps awarding a trip to Hollywood. To enter, members must purchase a 52-ounce bag of M&M's or a 40-count box of sister brand Kudos granola bars and mail in a form available in stores. Fifty first-place winners score a year's supply of M&M's and 140 second-place winners receive $25 BJ's gift cards. The program runs through July 11. Walgreens, meanwhile, is offering a $1 coupon for Shrek-related M&M's, Skittles and Kudos SKUS in its monthly EasySaver rebate catalog.Shrek 2 opened May 19.

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