SUNKIST SMILES FOR NEW MARKETING CAMPAIGN
By Adnews Staff
Sunkist Growers, based in California, is kicking off its 2000/2001 marketing campaign with a "Show Us Your Sunkist Orange Smile" promotion. The initiative is running in Sobeys, IGA, Price Chopper and Knechtel supermarkets in Ontario, Quebec and the Maritime provinces between November 20 and December 31. A team of Sunkist Orange Smile representatives making appearances at in-store events will invite customers to put a wedge of Sunkist orange in their mouth and smile for a photograph. Consumers can also send in their own photo to Sunkist or email it to the Sunkist Smiles Web site at <http://www.sunkistsmiles.com>. A panel of judges from Match Marketing Group and Sunkist Growers' advertising agency Bates Canada, both of Toronto, will choose three winning pictures. In addition to winning a trip for four to California, winners will also have their smiles displayed Sunkist billboards as part of an outdoor advertising campaign in March 2001. Point of sale materials supporting the promotion, including a black and white visual of a child with an orange smile, were created by Match Marketing. Public relations for the promotion are being handled by Advance Planning/MS&L of Toronto.