WISCONSIN GROUP SETS CHEESE EVENT

MADISON, Wis. -- The Wisconsin Milk Marketing Board here is launching next month what it terms its largest ever national promotion for Wisconsin cheese.It offers consumers a grand prize of $10,000 and 2,500 instant win prizes of 60 minutes' worth of free domestic phone calls.Some 18,000 point-of-sale kits are being distributed to supermarkets. Customized kits are available for merchandising in the

MADISON, Wis. -- The Wisconsin Milk Marketing Board here is launching next month what it terms its largest ever national promotion for Wisconsin cheese.

It offers consumers a grand prize of $10,000 and 2,500 instant win prizes of 60 minutes' worth of free domestic phone calls.

Some 18,000 point-of-sale kits are being distributed to supermarkets. Customized kits are available for merchandising in the dairy, deli or cheese shop sections of the store, and contain sweepstakes entry forms, case banners, mobiles, counter cards and recipe booklets.

A freestanding insert drop scheduled for Feb. 26 is expected to reach 31 million households, and radio commercials will be broadcast in 26 selected markets.

" 'Hello Wisconsin' is the largest promotion we have ever done," said Bill Drew, vice president of marketing for retail cheese for the Wisconsin Milk Marketing Board. "We have virtually every major retailer in the country involved in this promotion, as well as many Wisconsin cheese manufacturers and the major Wisconsin cheese private labelers," he said.

To encourage retailers to build in-store displays for the promotion, $4,500 in cash prizes will be awarded to grand, first-, second-and third-place winners in the dairy and deli categories.