While big-budget advertisers line up time on the actual Jan. 31 Super Bowl TV broadcast, many snack marketers are instead using FSIs to support promotions surrounding the game, one of the biggest snacking occasions of the year.
`YOU WON'T LIFT A FINGER'
Kraft Foods leads off Jan. 17 with a six-page insert that links 36 of its brands. The centerpiece of the promotion -- tagged "This Super Bowl Sunday, you won't lift a finger" -- is the offer to win a party team from Kraft to provide and serve food and to then clean up.
What they will leave behind, however, is a 52-inch color TV used to view the game for 31 winners of a sweepstakes offer.
Recipe booklets will be available in-store, and Kraft is throwing tailgate sampling parties at the AFC and NFC championship games before moving on to Miami, home of the Super Bowl.
Ryan Partnership, Chicago, created the promotion; GMR, Milwaukee, is staging the events.
FSIs that same day also will carry a multibrand promotion from Nabisco Foods, linking its Knox gelatin, Cream of Wheat hot cereal, A1 steak sauce, Grey Poupon mustard and LifeSavers candy brands.
The "First & Ten" promotion will offer a sweepstakes with a top prize of attending "the biggest game of the year." (Because Nabisco isn't an official NFL sponsor, the Super Bowl won't be mentioned.)
Nabisco's Planters unit will embark on a second promotion, "Mr. Peanut's Seats of the Century," in which some of 6.5 million Planters' labels will carry an instant-win offer of tickets to all major sporting championships of the '99 season.
Smaller prizes include an RCA large-screen TV and La-Z-Boy recliners. Guild Group, Stamford, Conn., handles the promotion.
Nabisco Biscuit Co. is running a separate sweepstakes themed "The Ultimate Armchair Quarterback" in an FSI offering the grand prize of an easy chair and secondary prizes of NFL-branded inflatable armchairs. The promotion supports Nabisco's Ritz, Triscuit and Wheat Thins crackers.
Pillsbury Co. will run its FSI a week earlier, on Jan. 10. Themed "Pick up some for the Big Game," it supports Totino's pizza rolls and stuffed nachos. It will appear largely in the Midwest, one of the brand's strongest markets. DVC, Minneapolis, is the agency.
Keebler Co. will feature former quarterback and "NFL Monday Night Football" personality Boomer Esiason in its "Pass the Snack Crackers" promotion, which is offering a trip to the NFL's Pro Bowl next month.
In-store ads feature cutouts of Mr. Esiason and Ernie the elf; checkout coupons