Lego Systems and Gerber Products Co. are teaming for a co-promotion in 4,000 supermarkets starting Aug. 21, offering consumers the chance to win one of Lego's $55 43-piece Duplo Children's Zoo playsets at each participating store. The promotion also includes an offer for parents to receive one free Duplo toy by mailing in 12 proofs-of-purchase from Gerber Graduates food and juices for toddlers. Point-of-purchase displays and a national newspaper free standing insert support the effort, which was created in-house by Lego and Gerber.
Best Foods' Thomas' English muffins and Nabisco Foods' Egg Beaters are cooking up a promotion for low-fat breakfasts next month in their first such joint effort. On-pack coupons will cross-promote both products, backed by a free standing insert dropping Sept. 28 in 33 newspapers nationwide. The FSI includes coupons for both products plus a mail-in offer for a free recipe booklet. Responsive Marketing Communications, Schaumburg, Ill., coordinated the promotion.
San Francisco Convention & Visitors Bureau and Pentax Corp. next month are joining forces for a promotion inviting consumers to submit photos of visitors enjoying the city, to compete in a contest showcased on CNN's weekly cable "Travel Guide" program. The promotion was handled in-house by the bureau and Pentax; one 30-second TV spot created Saatchi & Saatchi Advertising, San Francisco, supports the effort, themed "San Francisco: Don't rush it."
Pacific Marketing Group, San Francisco, won an assignment to develop point-of-purchase merchandise and in-store promotions for the California Milk Advisory Board, South San Francisco, previously handled by Foote, Cone & Belding's Impact Division, also San Francisco. McCann-Erickson Worldwide developed the organization's current ad campaign, themed "Good fast food."
Twentieth Century Fox Film Corp.'s holiday season release of "The Pagemaster," starring Macaulay Culkin, includes a 24-page newspaper free standing insert dropping Nov. 13, plus cross-promotions with FoxVideo and ScottForesman for film-related calendars and posters. Also included are Pizza Hut, which is basing its entire holiday promotional campaign on the movie; a tie-in to Nabisco Foods' cookies and crackers; an in-store promotion with Tropicana Pure Premium juice; on-pack cereal promotions with Kellogg Co. throughout Canada; and tie-ins to Texaco oil and DowBrands' Ziploc, HandiWrap and Saran Wrap brands.