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Jimmy Dean Rolls Out Breakfast Tour

By Aug 31, 2007

Jimmy Dean is about to hit the road to sample its products.

The 12-city tour kicks off Sept. 1-3 in San Jose, CA, and stops at community festivals and events. At each location, visitors will be offered hot breakfast sandwiches and on-site cooking demonstrations with recipes using company products.

Other stops include Boise, ID, San Bernardino, CA, Las Vegas; Salinas, CA, Tustin, CA, Phoenix; San Diego; Anaheim, CA, Los Angeles; Portland, OR, and Seattle.

This is the second year of the tour, but the first time it’s hitting the West Coast, said MK Stock, associate brand manager for Jimmy Dean.

As part of the tour, Jimmy Dean will support America’s Second Harvest—the Nation’s Food Bank Network, a domestic hunger-relief organization. For every sandwich the company gives away during the tour, Jimmy Dean will donate $1 (up to $50,000) to the group.

Last year, the company distributed close to 200,000 breakfast sandwiches. This year, Jimmy Dean is sampling D-Lights sandwiches, as well as its Sausage Egg and Cheese Croissants, Stock said.

“We want to further get the word out to people that Jimmy Dean makes a great hot breakfast accessible,” she said. “No matter what your lifestyle is you can still have time.”

Photos can be taken with The Sun character, and visitors can enter a video contest for a chance to win a trip to New York and a supply of Jimmy dean products.

The contest is designed to honor people who have positively impacted and/or improved the lives of others. People can nominate friends or family and give a video testimonial at participating tour cities. One winner will be chosen from each location. Entries will be judged on creative expression, level of impact of nominee’s actions and relevance to theme

The winning nominator will receive a one-month’s supply of Jimmy Deanbreakfast foods, while the winning nominee gets a year’s supply of the products. The nominee will then be entered into a separate contest against the other nominees for a chance at the grand prize: A five-day/four-night trip for four to celebrate Thanksgiving in New York City, hotel accommodations and $2,000 spending money.

Five finalists’ videos will be posted at HappyBreakfast.com where people can vote for their favorite to determine the grand-prize winner. Voting takes place Dec. 10 to Jan. 15.

The three-month tour ends Nov. 18.

Online marketing, PR and retail signage supports the promotion. Snap Marketing is executing the tour, MWW handles PR and Digitas created the Web site.

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