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By Published on .

Marketer: Chicken of the Sea International.

Effort: "Chicken of the Sea-D Rom."

Agency: Zipatoni Co., St. Louis.

Twist: Moving aggressively to build its brand at the store level, Chicken of the Sea recently launched the third of five promotions in a yearlong series designed to influence shoppers. Grabbing attention through end-aisle displays, Chicken of the Sea is allowing consumers to take home a free Compton's Interactive Encyclopedia CD-ROM for home computers with the purchase of any four cans or sleeve packs of its Chunk Light or Solid White tuna.

Vital statistics: When the in-store supplies of CD-ROMs are depleted, consumers can send away for the premium through a tear-off coupon. The promotion, including take-home tuna recipes, continues through Aug. 15. Two more offers will follow this fall.

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