PARMALAT FOOD BEGINS SPONGEBOB SQUAREPANTS PROMOTION
By Adnews Staff
Parmalat Food has begun a SpongeBob Squarepants promotion to coincide with the back-to-school season. Three million specially marked packages of Black Diamond Cheestrings, Black Diamond Process Cheese Slices and Astro Yo-burst yogurt were distributed to stores in late August. In Quebec participating products include Ficello from Lactantia, Lactantia Process Cheese Slices and Lactantia Full-Yo Yogurt. Each package contains one of ten SpongeBob pop-up cards. Seven hundred and fifty cards display the text "You Win." Prizes include 500 SpongeBob skateboards and 250 SpongeBob inflatable furniture sets. Consumers can also enter a draw for a Panasonic portable DVD player and a SpongeBob DVD at <http://www.spotspongebob.ca> or <http://www.cherchebobleponge.ca>. The contest is being promoted with a ten-second tag added to a current Parmalat television commercial. Print ads and in-store materials are also being used. The concept and the supporting materials were developed by Millenium Strategic Promotions of Vaughan, ON.