The name of the promo says it all: Bring Home More. That’s exactly whatfish lovers have been doing with Gorton Seafood Co.’s frozen items sincethe company began cross-channel tie-ins with retailers ranging from Barnes& Noble to Home Depot.
The Gloucester, MA-based company last month resumed a program firstlaunched in the first-quarter with such partners as B&N and SamGoody/Musicland in which consumers earned gift certificates when theybought multiple packs of Gorton’s products.
In the latest wave, consumers buying both grilled and baked fillet packagesreceive $5 or $10 gift certificates for use at Home Depot, BlockbusterEntertainment, or Best Buy through August.
Partnering chains reap store traffic, while Gorton’s gains more display andcircular space from grocers and a healthy response from Internet shoppers,says Eric Friedberg, vp at Cohen-Freidberg, Framingham, MA, which handles.
Look for some glowing references to Times Square’s year-end millenniumcelebration in Philips Lighting Co.’s fall promo push.
The Dutch-owned bulb maker plans a full-scale marketing program for a newSKU of its Halogena light that will feature a bulb structure with a paneledlook much like a soccer ball. The new shape produces “sharper, brighter,whiter light,” says Philips vp-strategic marketing Jim Gonedes.
In-store efforts, which will include demonstrations, will tout how the bulbwill be used this year in a recrafted Times Square New Year’s ball. Philipssecured a license with Times Square marketer Countdown Entertainment as theofficial lightbulb for the next four years. The new Halogena replacesSylvania as the light source of the New Year’s Eve icon. The bulb will bepitched for times when decorative lighting is required.
Lighting designer Fischer Maratz Stone is working with Waterford Crystal ofIreland to make a new ball in a Star of Hope design that will have 180 ofthe multi-planed Halogena lights on its exterior.
We know it tastes good, but is it tasteful?
StarKist SeaFood, Newport, KY, has launched starkist.com, a Web siteoffering consumer games, prizes, recipes, contests, and even Charlie theTuna gear.
“We created the site using the theme “Dedicated to living and eating well”because we believe strongly that we should provide consumers with usefulinformation that is relevant to their daily lives,” says Virgil Knapke,StarKist’s general manager-consumer marketing.
Developed by Cincinnati-based The Optimum Group, the site will feature such”gear” as apparel and toys. Consumers can register to be “Charlie’s Winnerof the Month” for more than 150 prizes including Caribbean cruises. Thesite’s URL will appear on all StarKist packaging, advertising, andpromotional materials.
Like the old adage says (sort of), charity begins at the home page.
In Helping You Help Others, online incentive provider MyPoints.com, Inc.,San Francisco, lets its members donate their point totals to the AmericanRed Cross for use in aiding Kosovo refugees.
MyPoints.com has dedicated a link from its page to the Red Cross’s homepage so points – normally redeemed for merchandise – can be donated.