Baskin-Robbins Kicks off Chocolate Lovers Sweepstakes

Baskin-Robbins is indulging consumers' love of chocolate with a year supply of its flavored ice cream

Baskin-Robbins is out with a sweepstakes sure to satisfy ice cream lovers and chocoholics alike.

The company has launched an online promotion that offers the chance to win a year's supply of ice cream. The task? Consumers register at BaskinRobbins.com and write a short essay (no longer than 1,000 words) to the following question: What would you do with a year's supply of chocolate ice cream?

One grand-prize winner will walk away with 150 $2 Baskin-Robbins gift checks.

"It's all about chocolate," said Dave Nagel, manager of brand excitement for Baskin-Robbins. "Over 50% of Americans love chocolate as favorite dessert. What better company to supply people with chocolate than Basking-Robbins?"

The Canton, MA-based chain launched the six-figure sweeps to promote its chocolate theme leading in to Valentine's Day. To boost the decadent flavor, the company is out with a new flavor, Swiss Chocolate Treasure, which includes blueberry lavender ice cream with milk and Swiss chocolate ice creams and chocolate filled-lavender cups.

Online materials, banner ads and e-mails to Baskin-Robbin's more than 600,000 opt-in Birthday Club subscribers support the sweepstakes.

On the site, entrants can name their favorite Baskin-Robbins chocolate ice cream flavor and register for the company's Birthday Club. Members receive a free 2.5-ounce cup of ice cream, future promotional offers via e-mail and are asked for feedback on the chain's flavors and treats.

The Love Chocolate? sweepstakes is open to participants 13 and older and runs through Feb. 28. Baskin-Robbins handles the sweepstakes in-house.