PROMO SPOTLIGHT: PROGRESSO GOES TO WHERE THE COLD IS WITH SOUP SAMPLES

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Marketer: Pillsbury Co., Minneapolis.

Effort: Progresso Soup Sampling Team.

Agencies: Concept was developed in-house, with field execution by Walking Oasis, Silverthorne, Colo.

Twist: Giving samples of piping hot soup to consumers at chilly outdoor events invariably draws a crowd, and also vividly demonstrates the warming powers of Progresso's ready-to-serve line of soups. The strategy's efficiency far exceeds that of in-store sampling methods, while making a high-impact brand statement at events with a large, colorful tractor-trailer, a Hummer military-style vehicle and a giant inflatable soup can.

Vital statistics: From October through March, a sampling team of five to 10 people is on the road visiting cities including Chicago, Minneapolis, Detroit, New York, Pittsburgh and Cleveland. They stay in each city for several weeks, hand-delivering cups of soup through backpack dispensers to more than 500,000 consumers at a variety of sporting events, consumer expos, live entertainment venues, races and outdoor shows. Progresso soup coupons accompany the samples.

-kate fitzgerald

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

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