Ralphs Beds Down with Minute Maid

Minute Maid romances Ralphs this week with an exclusive multi-vendor promotion offering a free night's stay at a bed-and-breakfast. Shoppers who purchase three participating products through May 27 and send in their receipt score a copy of Classic Country Inns from publishing house American Historic Inns. The book contains a voucher good for a free second night's stay at any one of more than 1,500 inns with the purchase of the first night (a $60 to $650 value). Participating brands are Coca-Cola's Minute Maid and Hi-C, George Weston Bakeries' Thomas' English muffins, Dial Corp.'s Armour sausage, Langer's juice, Nestle's Perrier, and Sue Bee honey. In-store support includes secondary display space at approximately 300 stores, shelf signs flagging participating brands and flyers. The offer is also featured in Ralphs' May 9 circular. Additional support includes 60-second radio spots on promotional partner station KFRG-FM. Infinity Broadcasting's KFRG brokered the promotion for Minute Maid, getting the other brands involved and selling the program into Ralphs for a second straight year. (An earlier version of the campaign was hosted by Safeway's Vons.)American Historic Inns has worked with Minute Maid on other promotions, including a sweepstakes that gave away a bed-and-breakfast. Elsewhere, sister Kroger chain King Soopers hosts a flight of Fujifilm's ongoing Photo Day promotion, which offers consumers a chance to take pictures at Major League Baseball games. Fans who go to the Colorado Rockies game on June 5th -- Fujifilm Photo Day -- will be allowed on the playing field to snap shots. In addition, shoppers who purchase any Fuji multipack film SKU are automatically entered into a sweeps awarding a chance to throw out the first pitch at a Rockies game. In other promotional activity, King Soopers hosts a sweeps in conjunction with loyalty program Upromise awarding 10 home computer systems. Shoppers who purchase participating Upromise-affiliated brands are automatically entered. Ralphs operates 350 stores in California. King Soopers operates more than 100 stores in Colorado.

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