General Mills is out with a marketing campaign to reinvigorate its Chex Cereal Party Mix, which includes an online sweepstakes, videos and recipes.
Chex has teamed up with Reader’s Digest Association Food & Entertaining Affinity Integrated Sales and Marketing division to spread the word that Chex Party Mix isn’t just for holiday gatherings.
Visitors to www.chex.com/Recipes can access five, 15-minute microwavable Chex Party Mix recipes. They can also watch online video featuring lifestyle-cooking expert and campaign spokesperson Katie Lee Joel. In each, Joel will teach people to make the recipes and offer entertaining tips.
The campaign, which also includes new Chex packaging, promotes Chex’s tagline, “Five Recipes. Fifteen minutes. Lots of wows!”
People can also cast their vote through Oct. 15 to pick America’s favorite Chex Party Mix recipe on the site. One grand-prize winner will receive a trip for two to New York City to see “The Rachael Ray Show.” The prize also includes dinner and a private, guided tour of Ray’s favorite museum, kitchen accessories and $5,000 spending money.
Joel will help promote the sweepstakes via PR efforts, including online, radio, broadcast and print ads. She will announce the winning recipe at an event in New York City.
The Chex campaign is the first of its kind to tap into RDA’s Food & Entertaining media properties. RDA is promoting the sweepstakes and effort in “Every Day with Rachael Ray” and “Taste of Home magazines.” Chex Party Mix recipes are also available on www.allrecipes.com, a food-based social network.
“We want to show consumers that Chex Party Mix is not something of the past,” Maureen Polo, managing director of integrated sales and marketing at RDA’s Food and Entertaining Affinity, said. “The recipes are easy to make.”
“Partnering with RDA was an obvious choice,” Rohan Thakur, marketing manager for Chex Cereal, said in a statement. “Their unprecedented reach allows us to showcase these recipes to a wide variety of consumers.”
Following the sweepstakes, Reader’s Digest Association will offer a special subscription rate for “Everyday with Racheal Ray” on packages of Chex Cereal, Polo said.
Print ads, online marketing, TV spots, in-store signage and PR support the campaign.
Campbell Mithun, Chex’s media agency of record, is in charge of media and McCann World Group developed the creative with the Chex group. Reader’s Digest Association is handling the contest with the Chex brand team.
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