Land O’Frost Plots Summer Tie-ins
Lunchmeat marketer Land O’Frost heats up its summer promotion calendar with a slate of tie-ins.
First up is a pre-Memorial Day promotion for Land O’Frost Premium and DeliShaved lunchmeat brands. The effort, ReDiscover America Vacation Sweepstakes, dangles three separate grand-prize family trips to ResortQuest properties in Maui, HI; Kiawah Island, SC; and Telluride, CO.
Mail-in entry forms in 9 million packages tout the prizes, supplied by partners ResortQuest and American Airlines. Supporting FSIs also carry an offer for a one-year subscription to Family Circle Magazine for $3. P-O-P supports. The sweeps runs through July 17, handled in-house by Searcy, AR-based Land O’Frost.
Land O’Frost follows up with a mid-summer sweepstakes for its Dagwood’s brand, awarding a trip for four to the National Baseball Hall of Fame’s 2007 induction ceremony. Five hundred first-prize winners get the book Baseball as America. Mail-in entry forms in Dagwood’s packages feature Hall of Famer Mickey Mantle, as do support materials including P-O-P and an FSI.
Back-to-school and holiday promos feature tie-in partners, too. The strategy has proven successful for Land O’Frost: A 2005 joint promo with Disney boosted volume 60%, said Director of Marketing Stephan Williams.
“Land O’Frost has certainly raised its profile by working with big name partners and creating marketing programs that drive significant incremental volume,” Williams said in a statement.
