ConAgra Foods, Omaha, NE, last week launched a new marketing campaign centered on a contest asking consumers to submit “Real Moments” featuring the brand.
The effort began last week with the launch of a mobile tour sending a 40-foot bus to major markets including Miami, Atlanta, New York City, and Chicago through July 10. A troupe of improvisational entertainers armed with product-squirting backpacks will encourage visitors to enter the contest by submitting written or photographic descriptions of their “branded” moments. The idea is to show how Downers Grove, IL-based Reddi-wip can make ordinary circumstances fun.
The contest will continue online at reddi-wip.com through the end of the year. One monthly winner will earn $1,000. National TV and radio spots carrying a “Let the Fun Out” tagline support, along with three national FSIs and P-O-P displays. Grey Worldwide, New York City, handles the TV and radio spots; Dallas-based The Promotion Network’s Chicago office takes care of the contest and FSIs; Dome Communications, Chicago, runs the mobile tour.
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