Dairy Management, Inc. is already prepping for swimsuit season with a slate of 3-A-Day dairy promotions.
The effort, themed “3 Steps Toward a Slimmer Summer,” breaks in April with a premium offer, sampling, special online content and a sweeps dangling a grand-prize spa trip.
Shoppers who buy milk, cheese and yogurt in the same shopping trip qualify for a three-issue subscription to Prevention or Women’s Health. The offer runs April 1 through May 7 via in-store brochures that carry three-step recipes, snack ideas, and the subscription order form. (The form also appears at 3aday.org.)
At the same time, DMI will host sampling events in 6,500 supermarkets nationally, with in-store radio support in some markets.
DMI taps its Web site to post a three-week Healthy Lifestyle Start-Up Plan and expand its year-old 3-A-Day of Dairy Moms database of 120,000 women. Registrants who join the network get a free Get 3! newsletter with members-only offers and content from network members.
Women who join the Moms network through June are automatically registered in a sweepstakes awarding a spa trip worth $3,000.
The site also leverages DMI’s three-year partnership with WebMD to sponsor a “Slimming Foods for Summer” microsite on WebMD.com for April and June. TV, print and rich-media ads on FoodNetwork.com, AllRecipes.com, iVillage.com, BHG.com, LHG.com and ABCNews.com support.
J. Brown Agency, Chicago, is lead promotions agency for Rosemont, IL-based DMI; Edelman Public Relations, Chicago, and Skycastle Entertainment, New York, handle the online sweeps. DDB Worldwide, Chicago, handles ads.
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