Mrs. Fields Famous Brands' Original Cookies next month launches a new marketing alliance with New York City-based NBC's "Days of Our Lives" daytime soap.
The alliance will put Salt Lake City-based Mrs. Fields into the show's plot, as characters discuss entering the baked-goods brand's Winning is Sweet recipe contest and packaging and other product placements find their way onto the set.
Grand prize in the April-through-February contest delivers a walk-on role in "Days" and a SKU for the winning submission: Five percent of the proceeds from the new product's sales will be donated to White Plains, NY-based Leukemia & Lymphoma Society (which also gets scripted mention).
P-O-P displays in 450 Mrs. Fields retail stores support, as do links on soapcity.com. Brown & Dutch Public Relations, Malibu, CA, put the deal together for Mrs. Fields; Allison & Partners, Santa Monica, CA, executes.
