News Briefs
SAFEWAY: is pitching its private-label soda with a loyalty-card instant-win game awarding free gas for life. Shoppers who buy Safeway’s Go2 Cola (or other Safeway soft drink) with their Club card get a “key code” to enter at Guzzlengo.com to see if they’ve won. Top prize is free gas (eight gallons a week for 30 years); lesser prizes are gas cards ($50 and $20) and free soda (for life, or for a month). Two games on the site, Shake the Can and Pack the Trunk, also award gift cards for gas and soda. The game runs through Aug. 29. New York-based 141 Worldwide handles for Pleasanton, CA-based Safeway.
TACO BELL: is distributing one month’s worth of free Fourthmeals—the late night meal between dinner and breakfast—to up-and-coming rock bands on tour this year. The QSR will select four emerging bands from four markets (Austin, Boston, Los Angeles and Seattle). Bands con register online at TacoBell.com/feelthebeat to apply for Taco bell’s free food tour support. The deadline to enter is Aug. 30.
MAZOLA CORN OIL: drew 22,000 entries to its Heart to Heart sweepstakes, a tie-in with the American Heart Association that ran this spring. Top winner Margaret Armitage won $20,000; Mazola parent ACH Food Cos. donated another $20,000 to the AHA in Armitage’s name. FSIs, on-pack bursts and e-card encouraged consumers to enter at Mazola.com; participants earned extra entries by answering health-related questions and submitting UPCs. Market Vision, San Antonio, handled the sweeps for Memphis-based ACH.
