Effort: Cook-Off 2002
Agency: In-house; mobile marketing by CMI, East Rutherford, N.J.
Twist: Southern Living launches one of the biggest recipe contests in history this month, with a grand prize of $100,000, and $75,000 in additional prizes. The magazine's first-ever truck tour, "Southern Living Kitchens on Tour," will visit 30 venues in 10 major markets for three months beginning in March 2002 with demonstrations, giveaways and retailer tie-ins, through May.
Vital statistics: More than 100,000 copies of a "cooking school" cookbook will be created and distributed next fall at participating supermarkets through promotions, with recipes including sponsor products. The contest and entries are being promoted on America Online and through (www.SouthernLiving.com), mail-in cards, mobile marketing effort and at retail outlets. Sponsors receive in-magazine and in-store exposure, plus prominent display on the truck tour. A special "Cook-Off Favorites" cookbook will be released in spring 2003 for sale and to subscribers. Sponsors include Dairy Management Inc.; General Mills' Bisquick Baking Mix; American Sugar's Domino Sugar; Brown-Forman Corp.'s Fetzer Wines; Kikkoman International's Kikkoman sauces; McCormick & Co.; ConAgra Foods' Pam Cooking Spray; and the National Pork Producers Council.