KRAFT CANADA BEGINS POST CEREALS PROMOTION
By Adnews Staff
Kraft Canada has begun a promotion for Post cereals called "Video Cash." During the national promotion, eligible boxes of Post cereal will contain a $3.50 gift certificate for a video, DVD or game rental at participating retailers. The brands included in the initiative are Honeycomb, Sugar-Crisp, Alpha-Bits, Shreddies, Honey Shreddies, Shredded Wheat and Honey Bunches of Oats. Participating video chains include Blockbuster Video, Jumbo Video, Videotron and Rogers Video. Three 15-second English-language television commercials, each followed by a 15-second tag, are promoting the effort. Some retailers are also using in-store displays. Capital C of Toronto, the promotional agency for Post cereals, and The Properties Group of New York developed the promotion.