MAPLE LEAF, WARNER BROS. HOLD TOP DOGS CONTEST
By Adnews Staff
Maple Leaf Consumer Foods and Warner Bros. have begun a promotion called Maple Leaf Top Dogs Sweepstakes. Top Dogs is one of Maple Leaf's hot dog brands. The contest is tied to the new Warner Bros. movie Scooby Doo: The New Doo, which will be released on June 14. The promotion began last month and will run until Aug. 23. Consumers can enter online at <http://www.topdogsrfun.com> or in participating stores. Weekly draws for Scooby Doo merchandise will lead up to a grand prize draw of a trip for four to Australia. In-store materials promoting the contest include floor graphics, shelf cards and posters. Advertising includes an insert distributed to 5.5 million households, eight weeks of national television advertising on CTV, Global TV, TVA and some specialty channels, as well as slide show ads in Famous Players theatres during June. A "Scooby Hummer" is also touring southwestern Ontario to generate awareness of the movie and the contest. The television advertising was done by Saatchi & Saatchi. The insert and slide show ads were created by Milestone Advertising. The in-store materials were created by Capital C. Public relations for Maple Leaf are handled by Fleishman-Hillard Canada.