When a regional noodle maker wanted to cook up some buzz, our sweepstakes promotion was Unsurpasta!
R•F Pasta wanted to make a splash in the Midwest with a major sales-promotion effort.
We suggested running a sweepstakes with a very high-profile prize: not just a new kitchen, but the Kitchen Unsurpasta, with very high-end equipment and a nationally known kitchen designer.
Pulling off the promotion unsurpasta (on a budget planned for macaroni.)
One problem: the kitchen would cost fully double the budget we had to spend on the prize.
A set of personal letters (based on long exposure to the kitchen business) got suppliers on board at very attractive prices. Which made it easy to pull together the half-page ad in the collage below.
Minimal media exposure.
Ads ran exactly once in color and once in black-and-white in newspapers in 22 markets between Chicago and Denver. The promotion got a twelve-second mention in ongoing R•F television commercials in the 12 top markets, plus some point-of-purchase displays in-store.
The sweepstakes garnered 225,000 entries in all. That’s an average of 10,000 entries per market — bigger than the entire population of some of the towns involved.