Kraft Foods targets New Year’s dieters with a sweepstakes and on-pack push for its South Beach Diet tie-in, using the tagline “Life is Better on the Beach.”
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| Kraft touts its South Beach Diet tie-in on-pack |
Northfield, IL-based Kraft bows a new South Beach Diet booklet this month, free with the purchase of two participating Kraft products. The 14-page booklet has recipes and $7 worth of coupons; it’s available at shelf in participating retail stores.
An online Life is Better on the Beach sweeps will award a trip for two to South Beach in Miami, FL. The sweeps runs through February. 141 Worldwide, Chicago, handles Kraft’s South Beach marketing. Promotions.com handles the online sweeps.
Last year Kraft signed a marketing alliance with South Beach Diet creator Dr. Arthur Agatston and in October began putting “South Beach Diet Recommended” tags on several products, including Boca Burgers, Kraft Fat Free Singles cheese slices, some Oscar Mayer deli meats, Planters assorted nuts, and Light N’ Lively cottage cheese (Sept. 29, 2004 Xtra).
Kraft also is expected to debut South Beach Diet meal replacement bars and shakes early this year.
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