Dairy Association Plates Up Super Bowl Offer

The American Dairy Association and National Dairy Council will play out a Super Bowl promo for its ongoing 3-A-Day campaign.

The Super Bowl XXXIX 3-For-All retail promo centers on a self-liquidating offer for a football-shaped cheese board with the logo of fans' favorite NFL team.

Shoppers buy milk, cheese and yogurt—at least one each during the same shopping trip—then mail in their receipts with $6 to get the wooden cheese board by mail.

A Jan. 23 FSI, P-O-P, sampling and print ads featuring Green Bay Packers quarterback Brett Favre support. An online sweeps overlay dangles a football autographed by Favre. The offer runs Jan. 9 through Feb. 13. J. Brown Agency, Chicago, handles promotions for the Rosemont, IL-based dairy association.