Vlasic Spurs Trial with SUV Sweeps

Pinnacle Foods packs an SUV with pickles in an on-pack sweepstakes to spur trial for three new varieties of Vlasic pickles.

Thirty five million jars of Vlasic Ovals, Pepper Stackers and Snack'mms carry a free-trial offer. Consumers submit a rebate form to get a refund on the purchase price. All who apply for the rebate are automatically entered in the sweeps that will award a Ford SUV.

In-store materials and FSIs support the promo that appears on shelves this month. The Topspin Group, Princeton, NJ, handles the promo for Cherry Hill, NJ-based Pinnacle.