Kraft Foods, Northfield, IL, is celebrating Macaroni & Cheese’s 65th anniversary by giving away $2 million in scholarships.
Kids write, draw, or videotape what they love about mac & cheese, then enter local sweeps in-store – where a total of $1.88 million in “blue bucks” will be distributed via account-specific sweeps. Twelve other winners get $10,000 in scholarship money as part of the prize package for the national I Want the Blues talent contest, now in its fifth year. Winners are dubbed “Blue Box Kids,” appear on one million boxes, and win a family trip to Orlando for a February 2002 anniversary party.
Local giveaways run May and June via random drawings for all shoppers, drawings for loyalty cardholders, or coloring contests. “We’re thrilled to be giving away more than $2 million in scholarships this year with the introduction of the new local supermarket giveaways,” says Ric Brockmeier, senior brand manager.
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