SECAUCUS, N.J. -- WWOR-TV, New York, has enlisted the help of Pepsi Cola, A&P and Food Emporium to promote its A+ For Kids program with a contest that sends both kids and teachers, along with their families, on a vacation to Mount Rushmore.
School children are asked to send in an essay with 50 words or less on why their teacher rates an A+. The grand prize of a vacation for two adults and two children to Mount Rushmore and Old Faithful in Yellowstone National Park will be awarded to both the student and the winning teacher. Five first prizes of $100 A&P/Food Emporium gift certificates will go to runner-up teachers, along with $50 A&P/Food Emporium gift certificates for a classroom achievement party.
"This is the second year for this contest," said Penny Pinsker, director of community affairs and special projects at WWOR-TV. "We had 600 really good entries last year and we're expecting more this year with the inclusion of Food Emporium."
Pepsi will provide pole signs that announce the contest, tear-off pads with the rules and shelf talkers to the 190 A&P and Food Emporium stores in New York, New Jersey and Connecticut. An article about the contest will also be found in the A&P/Food Emporium Circular.
Pepsi has been a sponsor of WWOR-TV's A+ For Kids since its inception in 1988. The goal of A+ For Kids is to further education, to keep good teachers teaching, to get parents involved with the schools and to talk about issues that affect school kids. As a total station project, it involves television specials, public service announcements, added value commercials and off-air sponsorship.
"One of the things sponsors like to do," said Pinsker, "is have some event which brings their sponsorship of A+ For Kids into the community and ties into their business in an appropriate way."
"The Pepsi bottlers are very pleased with this program," said Joe Conwell, senior vice president of Geographic Marketing Group, Rutherford, N.J., which handles these types of promotions for Pepsi. "It provides Pepsi with a good image and the overall program is very targeted and positive. It's natural for us to tie in with this program."