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Cape Cod kicks off football campaign

BY Allison Cerra

HYANNIS, Mass. — Cape Cod is hoping to score a touchdown with its integrated campaign that encourages consumers to make Cape Cod potato chips their go-to snack.

The Big Game Chip Switch challenges consumers to switch their regular chips for one of Cape Cod’s three 40% reduced-fat varieties: 40% reduced-fat potato chips, 40% less-fat sea salt and vinegar and 40% less-fat sweet mesquite barbeque.

The campaign kicks off this month with 15-second spots on The Cooking Channel — including a program sponsorship with the new "Hungry Girl" TV show, banner ads and newsletter sponsorships on Hungry-Girl.com, a Facebook advertising program, a search engine marketing effort, traditional PR efforts and a microsite, BigGameChipSwitch.com.

“Our research showed that most consumers do not expect a low-fat snack to taste as good as or better than the original,” said Don Helms, brand director at Cape Cod potato chips. “Yet consumers who try our 40% reduced-fat kettle-cooked chip varieties tell us time and time again that they taste like regular chips. Some even swear the 40% reduced-fat taste better. We know that once consumers try these chips, they’ll keep coming back.”

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Puffs spokeswoman educates moms, kids on cough-cold-flu prevention

BY Allison Cerra

NEW YORK — Puffs, a Procter & Gamble brand, recently brought spokeswoman Tanya Remer Altmann to share tips with mommy bloggers and their children on healthy winter habits.

Altmann, a UCLA-trained pediatrician, visited New York City indoor child play space Apple Seeds to give out samples of Puffs tissues and to educate children on good hand-washing habits, best tissues to use for those with sore and chapped noses and ways to avoid coughs, colds and flu during the winter.

"On average, children can have six to 10 colds a year. Beyond extra rest and drinking plenty of liquids, proper nose care is an essential part of helping your child feel better when a cold strikes," Altmann said. "You can use more than three times as many tissues when you’re sick, so a gentle but strong lotion tissue is key to not only helping catch sneezes, but [also] preventing chapping from frequent nose-blowing."

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Tide Loads of Hope partners with American Red Cross

BY Allison Cerra

CINCINNATI — Tide announced that its mobile laundry program has developed a partnership with the American Red Cross to further expand its disaster relief efforts.

Each year, Tide Loads of Hope will donate funds to support Red Cross global disaster relief efforts to assist in places where Tide Loads of Hope might not otherwise be able to help, Tide said. In the event of a disaster within the United States, the Red Cross will offer the Tide Loads of Hope team its on-the-ground, expert counsel to help the team provide the most effective relief response.

“As Tide Loads of Hope continues to grow, we are grateful for the support of the American Red Cross. [Its] expertise in disaster relief, coupled with our ability to provide an important basic necessity to those in need, will allow us to strengthen our ability to aid families affected by disaster,” said Kevin Crociata, Tide marketing director. “Together, we will be able to reach more people in more places.”

Tide Loads of Hope initially launched after Hurricane Katrina in 2005 and continues to provide hope and fresh laundry to those in need. This month, Tide’s mobile laundry program released a short documentary film about Tide Loads of Hope relief efforts in Haiti, called “Espwa,” or “Hope” in Creole. The film, which can be viewed on Facebook.com/Tide, is narrated by Tide Loads of Hope ambassador Faith Hill. The film also will be screened at a special event in Park City, Utah, during the 2011 Film Festival.

Tide Loads of Hope traveled to the country this past August to provide the National University Hospital of the State of Haiti and Zanmi Beni, a home for disabled orphans and abandoned children, with their first-ever working laundry rooms with washers and dryers.

“It is that inspiration and our recent trip to Haiti that has led us to create this special film, which we hope moves the nation and urges people to help families affected by disaster,” Crociata said.

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