ConAgra's brand gets more mileage from flier promo

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Resolutions to lose weight and travel generally top many consumers' New Year's lists, and ConAgra hopes to capitalize on that.

Last year's groundbreaking "Free Miles" promotion, which awarded 500 free miles on participating airlines for every 10 proofs of purchase of Healthy Choice products, will be expanded this year. ConAgra will award a total of 65 million frequent flier miles in instant-win games on specially marked frozen meals, ice cream, soup, lunch meats and pre-sliced deli items.

"January, being diet season, is a big period for us and after last year's success [when one man was able to gather 1 million miles from Healthy Choice pudding] we wanted to take it one step further," said

R. Dean Hollis, president-CEO, ConAgra Frozen Foods, who was recently charged with overseeing the Healthy Choice portfolio.

Of the 100,000 winning game pieces that will appear in products from January to March 2001, a total of 24 will offer 1 million free miles that can be applied to top airline carriers, among them American Airlines, Delta Air Lines and United Airlines. Additional winners will receive between 250 and 50,000 miles.


The promotion, tagged as a way for consumers to "Feel good to go," is integrated with ConAgra's new "Feel good food" TV campaign, from Grey Worldwide, New York. Newspaper inserts will promote the chance to win miles, offer coupons for the participating product lines and tout local radio station contests in key markets that offer a chance to win seven-day vacations from Healthy Choice. Retail displays and point-of-purchase materials as well as public relations efforts will also be used to support the giveaway.

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