Kraft Foods, Glenview, IL, on Jan. 28 breaks an on-pack sweeps called Meltaway and Play as part of its umbrella “There’s something about Kraft cheese” campaign.
Twenty million packages of cheese products will carry instant-win gamepieces, with five grand-prize winners getting an “ultimate living room” with home entertainment center and $6,000 for remodeling. Fifty first-place prizes offer a TV and DVD player; 500 second-place prizes deliver a Meltaway Kit for cooking. Gamepieces also carry a rent one-get-one-free coupon from Blockbuster, Inc. — which is supporting with in-store ads, direct mail, and mentions on blockbuster.com.
Kraft supports with TV spots, print ads, P-O-P displays, and outdoor ad blitzes in five markets. (Chicago’s Union Station, for instance, gets banners, floor graphics, and flags through February.) 141 Communicator, Chicago, handles promotion; J. Walter Thompson, Chicago, handles ad support.
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