ELMHURST, Ill. -- A sweepstakes conducted with Jewel Food Stores for a free ski trip helped to build brand awareness for Keebler Co., based here. "Jewel is the biggest chain in the Chicago market and draws the most customers. By promoting our brands at Jewel, we are guaranteed exposure," said Tom Schmitz, account manager for the marketer of cookies, crackers and snacks. The promotion, which ended last month, consisted of a sweepstakes tied to various Keebler products. The grand prize was a ...

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