Orville Redenbacher's conducts Pop & Win contest
ConAgra Foods Canada has begun a new promotion for its Orville Redenbacher's popcorn brand. The initiative, called "Pop & Win," takes the form of a contest during which bags of popcorn will include heat-sensitive stickers. When the bag is heated in a microwave, the sticker will reveal whether or not a prize has been won. The grand prize is $10,000. Other prizes includes music downloads and merchandise from Coca-Cola, Warner Home Video and LG Canada. This is the first time this technique has been used to promote the brand in North America. The campaign was developed by 6 Degrees Integrated Communication. Public relations are being conducted by Ketchum Public Relations. The contest is being promotes with 10-second television commercials in English and French, as well as in-store materials. The contest will run until Oct. 14.
ConAgra has also begun a campaign for its Healthy Choice Gourmet Steamers line of frozen meals. The advertising focuses on the special packaging that allows the food to be steam cooked and on health benefits of steaming food. The animated television creative, developed by Leo Burnett, features a green bean and a steak strip relaxing in a steam room. The national campaign also includes transit advertising, elevator ads, online banners and direct mail. Media buying was handled by Starcom. Direct mail and in-store activities are being conducted by Commix.