Some press releases just belong here...
David Migicovsky
KRAFT CANADA AND YTV TEAM UP FOR A BRAINY BACK TO SCHOOL PROMOTION
TORONTO, Sept. 8 - Remember when secret decoders were all the rage? Kraft
Canada and YTV Canada Inc. today announced the launch of a totally
integrated Back-to-School promotion, “Feed Your Brain”, that brings decoder
technology into the ‘90s.
The “Feed your Brain” promotion, takes maximum advantage of the YTV/Kraft
strategic alliance. This back-to-school promotion enters the marketplace
concurrent with YTV’s launch of its new fall season. The concept is ‘Want to
Play, Get a Brain’, an interactive television promotion directly involving
Kraft products and YTV programming. This is the most all-encompassing
program to evolve from a three-year promotion agreement Kraft and YTV signed
earlier this year.
Kraft Canada Vice-President of Marketing, Bruce Hunter said, “This is
exactly the kind of exciting and innovative integrated promotion our
partnership with YTV is aimed at creating. It has all the elements of a
successful promotion. It also shows what strategic alliances like the one
with YTV can achieve. We hope to be doing more of this with many partners in
the future.”
““Feed Your Brain’ is a good example of how YTV can work closely with
partners to create real excitement. The teamwork between YTV and Kraft has
created a powerful promotion,’ said Paul Robertson, President, YTV Canada,
Inc., ‘which achieves both partners strategic objectives.”
The “Feed Your Brain” promotion gives kids a chance to win great prizes such
as Microsoft software and Compaq computers. The focus of the promotion is an
on-air contest in which secret, coded “brain messages” are transmitted
during YTV programming. In order to see the message and be eligible to win
the “brainy” prizes, kids need the Kraft/YTV Brain Decoder. Brain Decoders
are only available in specially marked Kraft products and free at Kraft
displays in stores across Canada.
The secret words will appear on YTV programming from September 14 to 26
between 4:00 pm and 9:00 pm weekdays and 8:30 am to 1:30 pm Saturdays. Every
half-hour, the 100th YTV viewer to call in the secret word instantly wins a
prize of Microsoft software.
‘Feed Your Brain’ involves a full range of Kraft products including
Kool-Aid, Kraft Dinner, Jell-O, Post Cereals, Kraft Peanut Butter, Kraft
Handi-Snacks, Cheese Whiz and Kraft Singles. A favourite with kids is sure
to be the Jell-O brain mould. The moulds are included with the purchase of
any 4 Jell-O powders Jell-O instant puddings.
The promotion also provides something for adults. Parents can pick up Back
to School food ideas in-store for ways to make kids’ favourite Kraft foods
even more appealing and easy to prepare. On package coupons on Kraft cheese
products offer up to $15.00 rebate on Microsoft products.
In-store promotions begin August 17th and run to September 27th. YTV will
begin on-air promotion of the contest on August 17th and run up to the
contest launch date of September 14th. The Kraft Brain Decoder YTV contest
runs until September 27th.
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| David Migicovsky, d a v i d at s h o w b u z z n e t dot c o m
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