President Baking Launches Third Famous Amos Promotion

The Olympics weren't the only thing causing excitement at the offices of Atlanta-based President Baking Co.As the Centennial Games took over the city, the cookie maker launched only its third consumer promotion for the Famous Amos brand.New Line Cinema and Savoy Pictures' new movie, "The Adventures of Pinocchio," provided the vehicle. The promotion, staged at supermarkets and mass merchants, offered consumers a rebate on the purchase of two Pinocchio dolls made especially for President Baking by Equity Toys.The all-corrugated promotion consisted of a header, a take-one pad and a standee. The header attaches to the core of Famous Amos' existing P-O-P program -- a five-tiered corrugated hutch.The 6-foot-tall blue-and-yellow pin-striped hutch is regularly used to display Famous Amos cookies. It was designed to be somewhat generic looking in order to accommodate changing promotions and graphics. In this case, a slotted 25-inch-wide by 30-inch-high header card slides down into the back of the hutch. A corrugated support on the back of the header prevents warping.Take-one pads, attached directly to the hutch, offer a mail-in rebate of $3 on the purchase of a 14-inch talking doll or a $1.50 rebate on an 8-inch doll, with the purchase of Famous Amos cookies.The header portion of the program was used in all of President Baking's direct store delivery markets, which includes the entire northeast, southeast and southwest, Chicago, St. Louis and Phoenix. Large supermarkets also received a life-sized standee of Pinocchio. At 48 inches high, the standee is eye level with kids, but shorter than most -- thus attracting even more attention. A dual-wing easel back keeps it steady.The Pinocchio P-O-P was designed by the Atlanta-based promotions agency MC2 and produced by CB Displays Inc., a division of Temple Inland, Rural Hall, N.C."What we did was tie in with a property that was very family oriented," says Susan Sommovigo, director of brand marketing for President Baking. "Cookies are a family product. We like to tie in with other companies that have that same shared value. And Pinocchio is a classic." The movie, she adds, "gives us a great opportunity to give added value to the purchasers of Famous Amos products."We were able to provide New Line with advertising for the opening of their movie and, in return, we were able to use them to assist us in driving displays into the store," Sommovigo says. "We've had 100 percent acceptance in the field."A total of 10,000 header cards and 5,000 standees were created for the summertime promotion. "We've been able to get displays in stores that have not previously given us secondary displays," she notes. That's all important, she says, because "once you can get in there and show the trade that your product sells really well, it ends up being a long-term commitment from the retailer."This is the first year that Famous Amos Cookies has been supported by consumer promotions. Earlier in the year, the company hooked up with Rawlings Sporting Goods, St. Louis, to offer a rebate on sporting goods equipment. Later, the cookie company held a sweepstakes awarding ten trips to Spacecamp in Huntsville, Ala. "We expect to do a lot more of them next year," predicts Sommovigo. "Pinocchio was such a strong promotion for us. The question now is, how do I top it?"

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