NABOB BEGINS SECOND QUEST FOR GOLDEN BEANS PROMOTION
By Adnews Staff
The Nabob Coffee Co. will begin its second annual "Nabob Quest for the Golden Beans" promotion this month. The national initiative offers Canadians a chance to win one of ten prizes of $10,000 in gold or one of 90 gold coins from the Royal Canadian Mint by finding an insert in specially marked packages of Nabob coffee products. The promotion runs until August 31, 2002. A communications campaign supporting the contest includes television advertising and in-store materials. "Wishing Well" is a 30-second spot running in English Canada. It depicts a man who has recently won gold in the promotion. The man walks in a field, drinking a cup of coffee. As he finishes the cup he comes to a wishing well. He uses his winning gold coins to wish for more coffee. A crate of Nabob coffee falls from the sky. The commercial was created by J. Walter Thompson of Toronto and will run until April 15. The in-store materials were created by Accumark Promotions Group Inc. Public relations are being handled by Ketchum Public Relations. Both of these firms are based in Toronto.