CENTRAL ISLIP, N.Y. -- Waldbaum's here participated in the supermarket rollout of an upscale dog "cookie" treat that included in-store sampling and a sweepstakes promotion linking the retailer with the manufacturer and a regional radio station.
The grand prize in the two-week promotion was a year's supply of Chip & Eddy's Funky Chunky Chip Gourmet Canine Cookies, along with a book entitled, "How To Get Your Dog To Do What You Want," and a video, both by Dr. Warren Eckstein, a pet psychologist and therapist.
Eckstein, who has a weekend call-in show on WOR radio, New York, did commercials urging listeners to visit their nearest Waldbaum's to enter the sweepstakes. Signs and light blue posters in the stores alerted shoppers to the sweepstakes. The winners were announced on Eckstein's show Oct. 29.
Officials at Waldbaum's de-clined to comment on the promotion, the first held by the manufacturer in conjunction with a supermarket operator.
Howard Cohen, president of Barky's Canine Bakery, the Ronkonkoma, N.Y., manufacturer of Chip & Eddy's, said the sweepstakes was very successful.
"We gave out free samples at Waldbaum's taste table for two days so that shoppers could take home a cookie to their pet and it was very helpful in stimulating sales," Cohen said.
"We found the sweepstakes promoted a lot of in-store traffic," he added. Cohen would not say how many cases were moved during the event, but said "several hundred shoppers" entered the sweepstakes.
Cohen described his product as a "Mrs. Field's-type" gourmet cookie designed just for dogs. The cookies contain "chips" with no chocolate or fat, packaged in 6-ounce bags priced at less than $3, and 12-ounce bags at less than $5.