Pillsbury Starts Another Bake-Off Bonanza

General Mills' Pillsbury brand has begun seasoning retailers with activity promoting its legendary Bake-Off competition. First up for the annual event is a full-page feature in Meijer's Jan. 11 circular highlighting the recipe contest, which will deliver a $1 million grand prize. Bake-Off also garnered feature space in Giant Eagle's Jan. 18 circular.Georgia-Pacific's Brawny and DixieWare brands and the American Dairy Association have joined the 41st Bake-Off 's sponsor list, which includes returnee General Electric. Consumers can submit original recipes using Pillsbury and General Mills products at bakeoff.com through March 10. One hundred finalists will win a trip to Los Angeles, where they will prepare their dishes before a panel of judges June 26-29. Each finalist goes home with a GE Profile oven and $100. In addition to the $1 million, the grand-prize winner receives a set of GE Profile kitchen appliances including a wall oven, microwave, dishwasher and refrigerator (retail value: $10,000). Three category winners score $10,000 and a GE Profile oven. Four $5,000 runner-up prizes will be awarded in each category and a second set of GE Profile appliances will go to the winner of the GE Innovation Award for most creative recipe. Dairy Management Inc.'s American Dairy Association is hosting a side contest for the best cheese recipe. Four $5,000 prizes will be awarded to contestants incorporating American-made cow's milk cheese in recipes. To support, the association is participating in 20,000 in-store events with General Mills. At the "in-store days," a total of seven million Pillsbury Bake-Off mini-magazines (featuring cheese recipes and ads) will be distributed. Plus, between Jan. 26 and Feb. 28, American Dairy will stage cheese-sampling events in 2,000 stores and distribute recipe cards via shelf displays on dairy and cheese cases. Participating companies include Ahold USA, H.E. Butt, Albertsons, Delhaize, Meijer, Publix, Winn-Dixie, ShopRite, A&P, Pathmark, Wal-Mart and Kroger. The contest will be further promoted through national print ads and activity at ilovecheese.com. J. Brown/LMC, Stamford, CT, handles in-store promotions; DDB Chicago takes care of advertising creative.Georgia-Pacific brings the Bake-Off to new grocery-store aisles and is positioning Brawny and DixieWare as the contest's official clean-up and storage-container brands. DixieWare plays up Bake-Off in a sweeps delivering a personal chef for one year as grand prize. The winner will receive 260 "week-day dinners," some made from winning Bake-Off recipes. Runner-up prizes include one month of free groceries, copies of Pillsbury's Best of the Bake-Off Contest recipe book and a year's supply of DixieWare products. Consumers can enter the sweeps at gp.com through April 30. The sweeps is being highlighted on DixieWare packaging; Brawny packaging touts the overall Bake-Off contest. Eric Mower and Associates, Syracuse, NY, handles the sweeps.Meanwhile, General Mills plans to conduct in-store demonstrations and is distributing a limited-edition Bake-Off magazine, Real People, Everyday Recipes through supermarkets and mass merchandisers. An FSI and a variety of P-O-P materials will also promote the contest.

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