PROGRESSO TUNES TO RADIO CO-MARKETING

MINNEAPOLIS -- Progresso Foods, now part of Pillsbury Co. here, turned to account-specific 30:30 radio spots to promote its 100% white meat chicken soup in the New York metropolitan market.The program that took place last month was similar to one Pillsbury ran recently for Green Giant. Both involved radio, television, freestanding inserts, in-store marketing and sweepstakes.Among retailers participating

MINNEAPOLIS -- Progresso Foods, now part of Pillsbury Co. here, turned to account-specific 30:30 radio spots to promote its 100% white meat chicken soup in the New York metropolitan market.

The program that took place last month was similar to one Pillsbury ran recently for Green Giant. Both involved radio, television, freestanding inserts, in-store marketing and sweepstakes.

Among retailers participating were Pathmark, Foodtown, C-Town, ShopRite, Grand Union, Met Food and A&P.

The first 30 seconds of the spots talk about Progresso and the next 30 seconds talk about the store where the soups are on sale. To qualify for a customized commercial, the retailer agrees to set up an in-store display. "This is what we call a triple win program," said Dave Hodges, director of customer marketing for Pillsbury. "It's a chance for the trade to get their name out, for us to promote the new line of soups, and for consumers to benefit from special pricing."

The brand is also being promoted through some sweepstakes offerings on local radio, such as WMXV. One spot offers a chance to win a Progresso Weekend, which includes two tickets to the Broadway show, "How to Succeed in Business," and a stay at the DoubleTree Hotel. Another spot offers six people the chance to win a $75 shopping spree at C-Town or ShopRite.