BIRMINGHAM, Ala. -- Cooking Light magazine here has hit the road again for the third consecutive year with its "Ask Cooking Light" tour. An "interactive mobile magazine" -- carrying recipe cards, coupons, nutritional information and product samples -- will visit supermarkets in over 100 U.S. cities during a six-month tour. This year's program is the biggest yet, according to magazine executives. The 18-wheeler is stopping in more cities, the information it provides is broader in scope, and there's more of it. For example, some staff members from local hospitals in cities along the tour will be present to conduct body fat and blood pressure testing.
"But the basic premise of the tour is still the same," said Ward Regan, spokesperson for Cooking Light, a Time-Warner publication devoted to food and fitness. "The idea is to get the information to the consumer about eating light and living a more healthful lifestyle. The truck is intended to make the magazine tangible."
Ten packaged goods companies are expected to distribute about 200,000 product samples, coupons and brochures. The brands represented include Jergen's, Bird's Eye, Claussen Pickles, Healthy Choice, Jelly Belly, Kraft Free Salad Dressings, Louis Kemp's Frozen Seafood, Mrs. Dash, Molly McButter, Reynold's, RubberMaid and Veg-All. Ten supermarket retailers involved are expected to promote the tour with in-store displays and flyers, and circular advertising. The companies include Shaw's, Tom Thumb, Simon David, ShopRite, Publix, Tops Markets, Harris Teeter, Bruno's, Abco and Petrini.
