Kraft Puts Rachael Ray Sweeps on 62 Million Nabisco Boxes

Kraft is teaming with cooking guru Rachael Ray to promote its holiday campaign on Nabisco crackers.

Kraft Foods is once again partnering with celebrity chef Rachael Ray for an on-pack holiday promotion for its Nabisco cracker line.

Nabisco has branded 11 varieties of its Ritz, Wheat Thins and Triscuit crackers with Ray’s image to drive shoppers to an online sweepstakes for a chance to win one of 20,000 prizes. UPC codes can be entered at http://www.nabiscocrackers.com through Dec. 31. Prizes include Rachael Ray cookware, serving platters, and cookbooks. An FSI promoting the sweepstakes drops Dec. 9.

In all, about 62 million packages will carry the promotion, Stephen Chriss, director of consumer promotions for Kraft Foods Inc.’s North American snacks & cereal sector, said.

In-store holiday displays will also promote the campaign, including motion-activated shelf talkers in 6,600 stores that trigger a Nabisco cracker commercial on a video screen. Tear pads carry a $1 off coupon toward the purchase of Nabisco crackers and cheese.

Kraft launched the promotion as a way of “encouraging consumers to purchase additional Nabisco crackers during the holiday months,” Chriss said.

Web content features Ray’s holiday entertaining recipes using Nabisco crackers.

Kraft and Nabisco are handling the promotion internally.