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Stride seeks to break records with new campaign

BY Allison Cerra

EAST HANOVER, N.J. — Kraft Foods is boosting its marketing efforts for its Stride gum brand with a new campaign.

The "Be Ridiculously Long Lasting" campaign, which runs through Oct. 12, aims to create the record for the "longest lasting streak of long-lasting records," posting a record-breaking video daily on its Facebook page, YouTube channel and a Record Setter Web page for 100 days. The campaign also encourages consumers to upload their own attempts to break the records posted by Stride. At the end of 100 days, the final 100 record holders will win a cash prize of $500 for their long-lasting achievement.

The brand kicked off its Be Ridiculously Long Lasting campaign in New York’s Times Square on Tuesday with a record event called Running of the Rams, a play on the famous Running of the Bulls event, which was hosted by celebrity "matador" Wilmer Valderrama.

"At Stride gum, we pride ourselves on being ridiculously long-lasting in everything we do. Now we want to challenge our fans to be as ridiculously long-lasting as we are," said Maurice Herrera, senior director of U.S. gum at Kraft Foods. "With the ‘Be Ridiculously Long Lasting’ campaign, we’ll set the records and fans can try to break them. It’s a great way for consumers to engage in our long-lasting platform every single day."

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Pebbles gets a ‘boulder’ treatment

BY Allison Cerra

PARSIPPANY, N.J. — Post Foods has expanded its Pebbles cereal lineup with a limited-edition flavor.

New Pebbles Boulders Stone Age caramel apple now is available on store shelves nationwide. Each serving of the new cereal, which features caramel-flavored boulders and caramel-flavored dinosaur bones, contains 110 calories and 16 g of whole grains, while providing 10 essential vitamins and minerals, Post said.

Post said it will continue to introduce more delicious limited-edition Boulders flavors throughout the year.

“We’re excited to add a new cereal line to the Pebbles family, with the goodness of whole grains and great new taste of caramel apple,” Post director of marketing Tony Shurman said. “New Pebbles Boulders brings even bigger Flintstone fun to the table each morning.”

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Beech-Nut facility achieves LEED certification

BY Allison Cerra

CITY OF AMSTERDAM, N.Y. — Baby food brand Beech-Nut announced that its new facility has earned LEED certification from the U.S. Green Building Council and the Green Building Certification Institute.

The $124 million facility, which serves as Beech-Nut’s headquarters and production plant, opened in June 2010 and was designed to achieve LEED certification for energy use, lighting, water and material use. Facility features and highlights include:

  • Annual energy savings equal to the energy demands of more than 2,000 people;

  • Water conservation equal to what a city of 10,000 people would consume;

  • Reduction in waste water discharge equal to the discharge of 10,000 people;

  • Open floor plan that allows natural light to flow through the building; and

  • Maintenance-free landscaping that thrives in the local environment.

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