Kraft Lends Stove Top to Dinners by Design
Stove Top stuffing mix is the main ingredient in a joint promotion between Kraft Foods and meal-assembly firm Dinner by Design.
This month, consumers who visit a Dinner by Design kitchen to assemble meals to take home get a free box of Stove Top and a fridge magnet. The first 25 customers at each locale who buy 12 entrees also get a three-quart casserole dish.
The kitchen chain’s October menu features Stove Top Chicken and Vegetable Bake; future menus will feature Stove Top on a regular basis.
This is the first time Northfield, IL-based Kraft and Dinner by Design have collaborated on a menu-based promotion since the two announced their marketing partnership in July (PROMO Xtra, July 21, 2006).
Dinner by Design customers make up to 12 entrées using ingredients and recipes provided by the chain in its 75 franchised locations. Kraft supplies branded ingredients, including A.1. steak sauce, Grey Poupon mustard and Oreo cookies as well as Stove Top, through its Kraft North American Foodservice division. Last month, a Dinner by Design sweeps gave away a year’s supply of Kraft macaroni & cheese.
Co-branded promotions are starting to catch on as a way to build visibility for the fledgling meal-assembly industry. Campbell Soup Co. collaborates with Super Suppers on a month-long promotion touting Campbell’s Red & White cooking soup on Super Suppers’ menu and in a sweeps awarding meals for a year (PROMO Xtra, Sept. 29, 2006).
