EVENTS & PROMOTIONS: PROMO SPOTLIGHT: CHIPS AHOY! EFFORT COUNTS ON HUNGRY, MATH-MINDED KIDS

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Marketer: Nabisco Biscuit Co.

Effort: "Chips Ahoy! 1,000 Chip Challenge!"

Agencies: Coordinated in-house; ad support from Foote, Cone & Belding, New York.

Twist: Nabisco has for many years received letters from teachers saying they use its products to teach math principles such as multiplication and long division. The company took the natural leap to link education with cookie mun-ching. The promotion brings together Nabisco's target audience of kids in three age categories-elementary, junior high and high school-with a fun lesson, challenging them to verify that there are indeed 1,000 chips in every bag of Chips Ahoy! cookies. The company has also revived its "1,000 chips in every bag," TV spot that has been off the air for 18 months to support the promotion, which started in January and runs until Aug. 15.

Vital statistics: Nabisco is inviting kids to sign up for the contest via its Web site at http://www.

chipsahoy.com or writing the company at P.O. Box 8122, Easton, Md. 21606-8122. After entering, contestants send in essays or videos showing their most ingenious ways of counting the chips. Three finalists will compete in mid-October at the Museum of Science in Boston at a contest judged by the Public Broadcasting Service's Bill Nye "the Science Guy." The top prize is $25,000 in scholarships.

-judann pollack

Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.

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