Baseball Fans Enjoy 'Grand Slam' of Incentives in Fisher Nuts Promotion
By Alex Palmer
April 6, 2012
Fisher Nuts and grocery store chain Jewel-Osco are connecting with baseball fans in a new promotion and sweepstakes. The “Freshness You Can Win” campaign is connected to the pair of “fresh” managers Dale Sveum and Robin Ventura, who are joining the Chicago Cubs and White Sox this season, respectively.
The effort includes a “grand slam” of incentives, with sweepstakes prizes as well as smaller giveaways. Two grand prize winners enjoy a party for 20, meet and greet with each team’s managers, as well as game tickets—at both the Cubs’ Wrigley Field, the other at the Sox’s Diamond Suite at U.S. Cellular Field.
Two sets of four tickets to a Cubs or Sox game constitute the first prize, which also includes the opportunity to watch batting practice before the game. Twenty-five second-prize winners receive $50 gift cards to Jewel-Osco. Fifty third-prize winners get free Fisher Snack Nuts as well as a branded t-shirt. To enter, fans can either purchase a Fisher Nuts product using their Jewel-Osco Preferred Customer Card or enter at fishersweepschicago.com.
Fisher Nuts has been a long-time sponsor of both the Chicago teams, with its peanuts sold in both stadiums. Blue Chip Marketing Worldwide, based in Northbrook, IL, helped to execute the overall campaign.
“It’s a great opportunity to create an integrated marketing campaign that reinforces our brand message, helps get consumer excited, and builds our equity in a fun way,” says Howard Brandeisky, vice president of global marketing for Fisher Nuts. “An integrated promotion like this helps us break through the clutter and build brand equity. Clearly I think Fisher Nuts and baseball go very well together.”
The promotion was launched at a Cubs and White Sox press event on March 16 and it will be running throughout the baseball season, ending with the grand-prize giveaway in September. It will be promoted both at games and in Jewel-Osco grocery stores.
In addition to the giveaways, Fisher Nuts will also give out 50 coupons for free products at the local Jewel-Osco store each time either the Cubs or White Sox win during the season.
Each time both ball clubs win on the same day, Fisher Nuts will donate $500 to charities of each team’s choice.
“We are very interested in giving back to the community as part of the overall effort, and we thought that was a nice twist on the promotion,” says Brandeisky.
Though the media has responded to the promotion and helped spread the word about the offers, Bradeisky says that it is “a little too early” to comment on the response from consumers.
“The whole idea is to build consumer awareness and excitement about the brand and lever that to drive sales at Jewel,” says Brandeisky. “We think the prize pack is going to generate a lot of excitement and interest among consumers—the easiest way to enter is a purchase using their Jewel shopper card, which increases sales and consumer involvement with the brand.”
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