PARMALAT PREPARES STAR WARS PROMOTION
By Adnews Staff
Parmalat Canada will begin a promotion this fall with Lucasfilm, Nintendo, Hasbro and Lego called "Discover the Secrets of The Stars Wars Saga." The contest involves special cards included with four million packages of Black Diamond Cheesestrings and Black Diamond Process Cheese Slices which began rolling out to stores last week. In Quebec the promotion will run on packages of Lactantia's Ficello and Process Cheese Slices. Each package contains a card which features a character from Star Wars Episode II, describing that character's connections to other Star Wars movies. Each card also contains a "Saga Secret" and a code number. Consumers who check a code at the Web sites of the participating brands may win a Star Wars prize such as a limited edition Game Boy Advance with an Attack of the Clones game, an R2-D2 droid from Hasbro, a Lego Star Wars prize pack or an Episode II movie poster. The grand prize is the Ultimate Star Wars prize pack, which contains one of each instant win prize. A 15-second Parmalat television commercial has been modified to include a 15-second tag that will promote the contest. The commercial will air on children's channels such as YTV, Discovery Kids and Teletoon. It will be accompanied by print advertising and in-store materials. The promotion and supporting advertising were created by Millenium Inc. of Vaughan, ON.