Kraft/Nabisco retired its long-running school bus display program this summer in favor of a promotion-fueled program driven by a corrugated schoolhouse.The massive displays (see pictures, right) received strong placement from supermarket and mass merchant chains, including Ahold's Stop & Shop, Safeway's Dominick's, and Meijer. The displays, along with 50 million product packages, communicate an in-pack instant-win game dubbed Win A Sports Star For Your School. The grand-prize winner gets to pick a professional athlete to visit his school for various activities, and can choose from among baseball's Alex Rodriguez, football's Jerry Rice, basketball's Lisa Leslie, soccer's Mia Hamm and BMX rider Ryan Nyquist. (Meijer's account-specific overlay served Rodriguez as grand prize.) One thousand first-prize winners earn $100 gift certificates for sporting goods equipment. The game runs through Sept. 6.Although the campaign is supported by print advertising and online activity, most of the heavy lifting is handled by the displays and packaging.Participating brands include Kraft Macaroni & Cheese, Ritz Bits sandwiches, Handi-Snacks Cheez 'n Crackers and Bearwiches, nine Post Cereals and Jack's Pizza.EastWest Creative, New York City, designed the displays. Colangelo Synergy Marketing, Darien, CT, and 141 Worldwide, Chicago, handle the promotion.