KRAFT CANADA SEARCHING FOR CANADIAN WHIZ KIDS
By Adnews Staff
Toronto-based Kraft Canada in partnership with Paton Marketing Resources is launching a cross country search for Canadian Whiz Kids. The "In Search of Whiz Kids" contest launched with the May issues of NHL PowerPlay, YTV Whoa! and POP! magazines, published by Paton. Sandra Cifersons, Kraft Canada's senior manager, media consumer communications, said the contest is the first time Kraft is targeting kids on the Cheese Whiz brand. Previously, she explained, marketing efforts were targeted towards an adult audience. The contest features an animated Whiz Kid character, who will continue to promote the Cheese Whiz brand following the conclusion of the contest this fall. Kids enter the contest by telling what they are good at, why they are good at it and why it's so important to them. Entries can be mailed, fax or submitted online at <http//:www.whoamagazine.com>. A panel of judges will select six grand prize winners, who will receive a Compaq Aero 2180 palm size PC and 12 finalists who will take home a Whiz Kid stuffed backpack. The contest is being promoted with print ads in PowerPlay, Whoa! and POP!, on-air with a 10-second closed captioning billboard on YTV, and on brand packaging. Creative House of Toronto, working in conjunction with the in-house packaging and design team at Kraft, created the advertising.