KEEBLER, JEWEL RUN SWEEPSTAKES

PAT NATSCHKE LENIUS

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 ski trip for two to Steamboat Springs, Colo. The first prize was a pair of Salomon skis, boots and bindings; second prize was a $100 gift certificate at Viking Ski Shop, and third prize was a pair of ski lift tickets to Boyne Mountain, Mich. The sweepstakes was supported by spots on a local radio station.

End displays of Keebler products were set up, and tear-off pads of entry forms for the drawing were mounted on the shelf of the end displays. The items featured in each store were selected by Keebler's sales representative and the store manager, based in part on what Jewel was advertising at the time, Schmitz told Brand Marketing.

"There were both long-term and short-term benefits. Long-term, there should be growing recognition for Keebler brands. Short-term, there is some recognition from tying Keebler into giving away things along with the product, as an added value. Try the Keebler product and you can win something," he said.

During the past year, Keebler has cultivated a promotional partnership with the retailer based in Melrose Park, Ill., according to Schmitz. It's part of an effort to invest trade spending in more pro-active, corporate-building programs and offer retail partners more meaningful promotions. The aim is to create interest and excitement at store level, while building brand recognition for Keebler products.

"This was the first year we really started getting into brand merchandising. This was one of the best executed promotions we did with Jewel. Ease [of participation] for the store is a big factor," Schmitz said.

Last summer Keebler conducted several promotions with Jewel. One offered $100 gift certificates redeemable at the chain. Another promotion awarded trips to the World Series. During both of those promotions, consumers were informed that a certain percentage of each sale of selected Keebler items would be donated to Children's Memorial Hospital in Chicago.

Jewel operates 192 supermarkets, largely in the Chicago market.