KRAFT FOODS RUNS VIDEO GIVEAWAY IN MORE THAN 6,000 SUPERMARKETS

JUDY CORCORAN

GLENVIEW, Ill. -- Kraft Foods is winding down its second-annual "Family Favorites-Free Video Offer" program in more than 6,000 supermarkets. Participating retailers include Kroger Co., Safeway, Winn-Dixie Stores, Foodtown, Eagle Food Centers and ShopRite Supermarkets.

Shoppers receive one free video from Paramount, Orion and others, for buying any seven of 17 Kraft products, or two free videos for any 13 products.

The products involved include Kraft Cream Cheese, Stove Top Stuffing, Maxwell House Coffee, Parmesan Cheese, Mayonnaise, Jell-O Cheesecake, Cheese Whiz, Honey Bunch Cereal, Velveeta Cheese, Crackle Barrel Cheese and Oscar Mayer bacon. The giveaway videos include "Ghost," "Dances With Wolves," "Tom & Jerry," "Star Trek" and "On Golden Pond."

Time Inc. In-Store Marketing, New York, coordinated the program, which involved alerting shoppers via MediaOne Lights and TakeOne System signs at the checkout stands "This is a great promotion because entertainment premiums are very desirable," said Jeff Meyers, executive vice president of Time In-Store Marketing. "Kraft is offering a huge value to consumers. Instead of the standard $4.99 rebate, they're giving away some really good videos for buying some really good products." Meyers said the demand from retailers for replenishment of supplies is very high.

MediaOne handles backlit displays at supermarket checkout counters. The displays hold two 13"-inch-by-16-inch ads and the Take-One offers. Kraft purchased five consecutive displays for a period of four weeks to promote the event. The company also ran Freestanding Inserts in major newspapers and used other in-store advertising.