| Introduction
The Eat More Get Nappy
Sweepstakes:
Pringles Commercial Products Group
was seeking out a promotional program to leverage their Florida
test partnership with Pierre Foods, a leading foil wrapped
sandwich supplier to U.S. schools. Stafford & Malone created
a sweepstakes promotion where students were incentivized to
purchase a Pringles 50g/Pierre Foods sandwich combo for a
chance to have a top musical act perform at their high school.
The program included printing of over 500,000 game cards plus
branded display in school cafeterias.
Due to the universal popularity
of Hip Hop, Malone recommended and secured Grammy nominated
Atlantic Records artists, Nappy Roots for the in-school performance.
The program was immediately picked
up by high schools and within the first week, over 250,000
game cards were sold, increasing Pringles’ CPG business
in Florida by 400%. The program was active from January to
May 2003. |
