KRAFT READIES SPY KIDS 2 BACK-TO-SCHOOL PROMOTION
By Adnews Staff
Kraft Canada, along with Dimension Films and Alliance Atlantis Motion Pictures, is preparing a national back-to-school promotion tied to the upcoming movie "Spy Kids 2: The Island of Lost Dreams." The on-pack promotion will begin next week when specially marked packages of Kraft products reach stores. A contest will offer instant win, online and sweepstakes components. Participating Kraft products include Kraft Macaroni and Cheese, Kraft Easy Mac, Kraft Peanut Butter, Cheez Whiz, Kraft Singles, Jell-O, Jell-O Delicious Duos, Fudgee-O cookies and Fudgee-O Cookie Barz. A consumer who the words "Access Granted" inside a package can win one of three family trips Hawaii or one of 1,000 spy watches. Consumers can also look in the packaging for a password that can be entered at <http://www.kraftspykids2.ca> to possibly win a Nintendo Game Boy Advance and the new Spy Kids Challenger game. Participants can also win a family trip to Hawaii in a sweepstakes by mailing in 2 UPCs from specially marked packages. The contest is being promoted with in-store materials, theatre advertising and online materials created by Marketing Drive Canada. A 30-second television commercial was released on Aug. 12.