President Baking Launches Famous Amos Baseball Promo

The President Baking Co. of Atlanta is at the plate with its Famous Amos Baseball Promotion, which targets the cookie brand's all-family consumer base. A colorful, die-cut baseball theme header draws attention to the company's floor display and offer for a personalized wooden bat from Rawlings Sporting Goods, a one-of-a-kind bat not available elsewhere."This promotion is based on the family sport of baseball and builds on the excitement of a major 1997 baseball event -- the 50th anniversary of Jackie Robinson's entrance into the major leagues," says Susan Sommovigo, director of brand marketing for President Baking.Jackie Robinson was the first black baseball player to be admitted to a major U.S. league. He started playing for the Brooklyn Dodgers in 1947."The Famous Amos Baseball Promotion appeals to baseball fans everywhere, many of whom are families with children, and this group represents the primary consumers of cookies. The promotion also reflects the heritage of Famous Amos cookies, which families have been eating for a long time."With a proof-of-purchase from two 7-ounce or larger packages of Famous Amos cookies, consumers can order a professional wooden baseball bat with their name engraved on it for $29.95. A tear pad attached to the front of the display provides the details.The display's 25-inch-wide by 31-inch-high, four-color header resembles a large baseball card. The header attaches to a standard 23-inch-wide by 57-inch-high by 14-inch-deep corrugated base. The yellow and blue pinstripe base has been used by President Baking in a variety of store promotions over the past three years. It holds six to 10 cases of Famous Amos cookies, depending on flavor and package size.About 6,000 locations will absorb the 12,000 Famous Amos Baseball Promotion displays, with some stores planning to position four displays in the shape of a baseball diamond, complete with artificial turf, according to Sommovigo.The Famous Amos Baseball Promotion also includes a retailer trade program: Every store that displays 25 cases of Famous Amos cookies in the new merchandisers will earn a baseball bat for display or donation. "Some retailers will give the bats to customers, while others will donate them to Little Leagues, high school teams or other community organizations," says Sommovigo.The free, refillable display is intended to last four weeks. It is delivered through President Baking's direct store delivery system, and assembled by the company's sales associates.

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