Wisconsin Cheese Instant-Win Touts $1.6 million in Prizes

Wisconsin Milk Marketing Board touts Wisconsin cheese with an on-pack/online instant-win game awarding $1.6 million in prizes.

UPCs and FSI codes serve as gamepieces

The Win in a Flash game lets consumers play with a UPC code from a package of Wisconsin cheese or a PIN from an April 3 FSI coupon. Players enter either code at WisDairy.com, then choose five cheese brands (from 10) to match; if all five match, players win the prize shown. There are 20 prizes of $50,000 each; lesser prizes include cheese cutting boards, Wisconsin Cheese recipe boxes and pizza cutters.

Forty million FSIs and P-O-P displays support. The game runs March 10 through June 2 via Salt Communications, Chicago; IC Group, Chicago, handles online promotion development and execution.

The promo reinforces the marketing board's "Pride. Our Secret Ingredient" seal. More than 700 products across 64 national, regional and private-label brands (from 33 Wisconsin cheese companies) participate in the game.

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