Mar 25, 2008 6:04 AM, PROMO Xtra
Jell-O Pushes Red Carpet Sweeps on 27 Million Packages
Kraft’s is pushing the low-calorie benefit of Jello-O with a sweepstakes that offers the chance to win a trip to a red carpet event in Los Angeles.
Jell-O lovers enter codes from packages of its ready-to-eat pudding and gelatin to http://www.Jello.com through June 30.
One grand-prize winner will receive a trip for four to Los Angeles with tickets to an award show’s red carpet bleacher seats, TV Guide Network's after party, spa treatments, dining at premier restaurants, a luxury hotel stay and $6,000 spending money.
Twenty-five first-prize instant-game winners will receive a $250 SpaFinder gift certificate and a TV goody bag; 150 second-prize winners receive a $25 SpaFinder certificate and a TV Guide mirror.
The promotion, in part, is designed to remind people that Jell-O products have few calories, and that people can get "red carpet ready" for their 15 minutes of fame anytime, the company said.
Some 27 million packages of Jell-O ready-to-eat-pudding and gelatin carry the promotion, Liz Janz, promotion manager, desserts for Kraft Foods, said. Ads on the floor, print ads and online marketing also drive people to enter the sweepstakes.
The promotion also includes a media partnership with TV Guide Network. Under it, the campaign features custom vignettes with celebrity Lisa Rinna, advertising presence during award show season and pre-award show coverage.
Draft FCB handles print ads and on-line materials, East West is in charge of in-store creative, Design Partners oversees packaging and Hunter Public Relations works on PR. Promotions.com handles online interactive services.
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