CAP'N CRUNCH BAR STARTS CAMPAIGN
re has embarked on an advertising campaign for Cap'n Crunch Bar, its new ready-to-eat snack bar.
Relying on the popularity of Cap'n Crunch cereal, Quaker Oats has positioned a $23 million trade and consumer marketing push behind the introduction of its new snack.
The program is comprised of both print and TV advertising. Print ads started running last month in magazines like Nickelodeon, Sports Illustrated for Kids and Crayola Kids. Kid-targeted TV spots for the new bars also started running last month.
COOL TRIO SLIDES INTO SWEEPSTAKES
RICHMOND, Va. -- Eskimo Pie Corp. here has teamed up with Nabisco to promote Eskimo Pie, Snackwell's Ice Cream, and Oreo Ice Cream.
The trio has launched the "Chill 'n Thrill Adventure Sweepstakes," offering consumers and brokers a chance to win a 1997 Eddie Bauer Edition Ford Explorer.
The sweepstakes is supported through a national freestanding insert and in-store point-of-sale materials. Customers can enter the sweepstakes by mailing in the national FSI cents-off coupon, retailer display entry forms or a postcard with appropriate information to the sweepstakes clearinghouse.
Brokers can enter the sweepstakes by mailing in Eddie Bauer Gift Certificates. These certificates are earned through an incentive program that awards brokers for retail placement and merchandising objectives. The sweepstakes winner will be announced in mid-August.
IT'S A BIRD, A BALLOON, A PIZZA!
GLENVIEW, Ill. -- DiGiorno Foods Co. here has launched a national hot-air balloon tour for the second year in a row to promote DiGiorno Rising Crust pizza.
The pizza-shaped balloon rose for the first time earlier this month above the Minneapolis metropolitan area, and is currently making its way across the United States.
The balloon will visit a total of 14 cities, and complete its tour in October at the Albuquerque International Balloon Fiesta.
In conjunction with the hot-air balloon tour, the DiGiorno Rising Crust pizza Travelin' Pizzeria is cruising the highways, offering people from coast to coast a sample of Rising Crust pizza. The company is also offering the people in each city a chance to win a DiGiorno pizza party, or participate in a tethered balloon ride at selected retail locations.
LOOKING FOR THE COOKIE MONSTER?
BATTLE CREEK, Mich. -- Archway Cookies here has kicked off a cookie-sampling tour to promote more than 60 varieties of its cookies.
Launched last month in Boston, a fleet of specially decorated Archway trucks is currently touring the country with "Archie the Baker," a costumed character who entertains and offers samples to consumers. Plans are to have the trucks visit more than 15 major cities, stopping at everything from grocery stores to sports stadiums and festivals.
The Big Cookie Tour is being supported by trade promotion advertising in each market, and by a national sweepstakes offer. Found on the back panel of Archway Cookie packages, the sweepstakes awards trips, luggage and other travel-related prizes to coincide with the cookie tour theme. The sampling tour comes to an end next month.
SIMMONS JOINS DREAM TEAM
PHILADELPHIA -- Sorbee International here has secured fitness guru Richard Simmons to promote Dream, its line of low-fat candy bars. Simmons lends his name and face to all three Dream bar products, including the new WOW bar, a low-fat peanut butter bar. The Dream bars retail for the same price as leading candy bars and are currently available in stores nationwide.
