Wish-Bone Leverages Apprentice Debut With New Flavors, Sweeps

Wish-Bone is taking its recent role on The Apprentice: Martha Stewart from the small screen to store shelves, rolling out two new salad dressing flavors, including the winning team's creation, to further extend its product portfolio.

During last week's show, the competing teams created new varieties of Wish-Bone salad dressing, Rosemary Lime Vinaigrette and Asian Vinaigrette. Matchstick, which developed the Rosemary Lime Vinaigrette, outsold the Primarius team by 62 bottles and $20 and won the task. In its follow up to the show, the company has released a limited edition of the winning recipe, as well as a Cranberry Walnut Vinaigrette.

Wish-Bone, a Unilever brand, is letting consumers in on the action, asking viewers to make the final call on the company's third limited edition salad dressing. A TV spot featuring Alexis Stewart, consultant for Martha Stewart Living Omnimedia, Inc., and co-star Charles Koppelman, board chairman, MSLO, drove viewers to Wish-Bone.com to vote on one of four flavors—Asian Vinaigrette (the losing team's creation), Strawberry Margarita, Tuscan Tomato and Herb and Lemon Poppyseed.

Salad lovers can vote on the top dressing and win tickets to The Apprentice: Martha Stewart

During the spot, Alexis Stewart confessed her love of Wish-Bone salad dressing. The winning dressing will be sold in stores in spring 2006. Consumers can also confess their own salad obsessions online.

In addition to touting the salad vote, the TV spot highlighted a national sweepstakes in which one grand-prize winner gets a three-day, two-night trip to New York to see The Apprentice: Martha Stewart season finale. The grand prize includes hotel accommodations, Broadway tickets and a Marriott travel card worth $250 for dining or spa treatments.

The sweepstakes is open to consumers 18 and older and runs through Nov. 3. Don Jagoda Associates, Melville, NY, handles.

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