Kraft Touts Baskin-Robbins with Kids’ Contest
Kraft Foods is putting six kids in charge with a back-to-school contest for its co-branded Baskin-Robbins Handi-Snacks pudding.
Kraft leverages Baskin-Robbins’ brand name on four Handi-Snacks flavors; in return, on-pack promos—and the current contest—drive traffic to Baskin-Robbins stores.
The essay contest, Be the Big Boss, asks kids to answer four questions to vie for a Baskin-Robbins party for 25 friends at a local Baskin-Robbins ice cream shop. Each of the six grand-prize winners gets to be “an honorary Baskin-Robbins manager” at his own party, with a branded apron, hat and T-shirt.
Sixty first-prize winners get a branded lunch bag, two coupons for free Handi-Snacks and two Baskin-Robbins gift certificates.
The contest broke Sept. 1 and runs through Oct. 9. Eastwest Marketing Group, New York, handles the campaign for Northfield, IL-based Kraft.
Kraft also runs in-pack coupons redeemable at Baskin-Robbins shops. Kraft’s four Baskin-Robbins flavors are Chocolate-Vanilla Sundae; Banana Split; Rocky Road; and Chocolate Chip Cookie.
