ICE CREAM GROUP SETS WAFFLE SUNDAE SCOOP

JULIE C. BOEHNING

DALLAS -- With the help of a steering committee, the International Ice Cream Association has developed a waffle sundae theme for next summer's "Cool Combinations" campaign.

Sponsors of the IICA campaign include Aunt Jemima Waffles, Diamond Walnuts, Betty Crocker Parlor Perfect Ice Cream and Dessert Toppings, Maraschino cherries, Reddi Wip, Smucker's Toppings and Glad Flexible Straws.

A sample radio ad designed for Kroger Co., Cincinnati, was played during the International Dairy Foods conference, held here this month. "Cool off with Kroger Cool Combinations and try rich tasting Kroger Deluxe ice cream for a refreshing sundae made with Aunt Jemima waffles, Smucker's ice cream toppings and Reddi Wip dessert topping. Don't forget the cherry on top," the advertisement says.

The IICA campaign, now in its 14th year, was developed by IICA, Washington, to help retailers build incremental sales during the category's peak season, according to Cathy Berg, marketing manager for IICA.

"Over the last year, we have been working with a steering committee to help us develop a promotion that makes sense for retailers, processors and consumers," Berg said at the conference. "We've worked with companies like Kroger, Winn-Dixie, Wells' Dairy, Country Fresh and Crowley Foods."

Next year, to bring consumers to supermarkets to buy ice cream, a national freestanding insert with a circulation of 50 million is planned for early June, and in-store radio promos tailored to specific retailers will play in participating stores.

IICA has also developed a recipe and coupon booklet that contains a free ice cream coupon, discount coupons on companion brands and easy ice cream recipes. About 2 million booklets will be circulated through participating retailers.