The staff of DIRECT Newsline wishes its readers a safe, happy and healthy holiday. DIRECT Newsline will not publish on Wednesday, Dec. 25.
Nabisco Biscuit Co. will help busy women with their holiday chores through its Holiday Relief program, set for six holidays in 1999. Supermarket chains will be invited to sign on for account-specific sweepstakes with prize packages designed to eliminate handle holiday hassles.
For Christmas, for example, the grand prize winner gets a shopping spree with car service and gift wrapping, Christmas cards addressed and mailed, housecleaning, and catering. Similar prize packages do the chores for Valentine’s Day, Mother’s Day, Easter, July 4th, and Thanksgiving.
“My prize packages are so easy to put together because I just think about what I’d like,” says Marg Shadid, president of Finally Incorporated, the River Forest, IL, agency that designed the program. J. Brown/LMC Group, Stamford, CT will handle retail sell-in as part of Nabisco’s ASSET account-specific menu.
The program replaces Nabisco Takes Five for You, which awarded cleaning services and spa packages in an in-store sweeps. That two-year program “focused for the full year on the relief women need,” says Shadid, who handled the campaign for Nabisco.