Frigo Plays Nintendo on 8 Million Packs

Frigo cheese is setting up a play date between kids and Mario.

The company breaks an on-pack game next month that will award Nintendo DS Lite game systems and four Mario games to 1,000 winners.

The collect-and-win game appears on 8 million packages of Frigo Cheese Heads and Swirls string cheese. Individual wrappers carry a letter that kids collect to spell out "Nintendo DS Lite" to win the portable game system and games.

The "Collect & Win Mario to Go" game is designed to boost repeat purchases of the kid-targeted line. The cheese division of Saputo, Lincolnshire, IL, markets Frigo. Its other brands include Stella, Treasure Cave, Rondeau and Vachon.

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