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.