Image Makers

October 1, 2004
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Image Makers

Product & Promotion News
nIn September, New York-based Ciao Bella Gelato Co. partnered with NBC-TV’s “The Apprentice,” in which teams Mosaic and Apex competed in Episode 2 to successfully create and sell an original ice cream flavor. Contestants visited the Ciao Bella Gelato factory where they worked with the company’s dedicated chef and staff to create two original flavors — Vanilla Donut Dream and Red Velvet Cake. After a whirlwind 14-hour production and freezing process, the teams competed on the streets of Manhattan to sell the greatest amount of their respective flavors. Both flavors were offered for a limited time in Ciao Bella Cafés and select retailers nationwide.
nThe “got milk?” trademark is gaining new exposure in a national marketing deal with Kraft Foods’ Nabisco® brand, in a move that re-teams the “got milk?” icon with Oreo cookies. The “got milk?” logo will be found not only on Oreo packages, but also will be embossed directly into the cookies. Milk and Oreos have been partners for years; Nabisco’s classic Oreo commercial, “Dilemma,” was re-released in 2002 with the “got milk?” tagline.
nGreen Bay Packers fans and cheese lovers alike can root for two Wisconsin greats in the name of tackling hunger during the 2004 NFL season. As part of its second annual Touchdowns for Charity Program, Plymouth, Wis.-based Sargento Foods Inc. will donate $1,000 to the Wisconsin-based food bank Hunger Task Force for every Green Bay Packers touchdown made throughout the regular season. Sargento cheese was designated the official cheese of Lambeau Field in 2003.
nFor Halloween this year, the Wisconsin Milk Marketing Board (WMMB) gave crucial advice on how to be a good “mummy” — buy chocolate milk. To help them remember the suggestion, Wisconsin consumers encountered a number of seasonal reminders reading “Be a Good Mummy — Buy Chocolate Milk” in grocery stores throughout the state. Retailers displayed a selection of “mummified” promotional items crowned by a 5-foot tall mummy figure peering over a tombstone with the Halloween advice. In his extended hand, the mummy held a plastic jug of chocolate milk. His blinking red eyes sent a signal to stop — and buy. The promotion also included a merchandising contest to encourage retail stores to feature chocolate milk with the creative displays.
nPlymouth, Wis.-based Sartori Foods is celebrating 65 years of success and growth as a third-generation family-owned business. “Our strength lies in our loyal customer base, skilled employees, strong heritage and commitment to quality,” says Jim Sartori, president and chief executive officer. Founded in 1939, the company has developed beyond the manufacture of traditional Italian cheese products to become producer, converter and distributor of aged Italian, Mexican and specialty cheeses, and cheese-based flavor systems for the foodservice and ingredient markets.
nTillamook County Creamery Association (TCCA), Tillamook, Ore., held an event in downtown Portland on July 30 to celebrate its 95-year history as a cooperative and raise money for two Oregon charities. For each of the 7,000 ice cream cones sold for a penny on the day of the event, TCCA donated 95 cents to the Oregon Food Bank and the ALS Association of Oregon combined, adding up to a total of $6,650. In addition, the more than $400 donated by the public in penny cone sales and additional contributions will go to the food bank.  “We are proud of our Oregon history and proud to give back to the community in which we reside,” says Jim McMullen, TCC president and chief executive officer. “It is with great pleasure that we make this donation to both the Oregon Food Bank and ALS Association.”
nMerrill, Wis.-based Rondelé Specialty Foods has updated the packaging for its successful Deli Cup spreadable cheese line. Similar to the recently redesigned Dairy Box cartons, the Deli Cups contain an easy-to-read flavor band to complement the product line’s 10 innovative flavors. “Our flavors for the Rondelé Deli Cup line are particularly delicious. Therefore, we felt the best way to entice customers to purchase the product was to give them a clear, clean focus on the unique flavor offerings,” says Bob Constantino, president and chief executive officer. “The new packaging, complete with delectable images of appetizers featuring Rondelé cheese, undoubtedly provides consumers with mouth-watering application ideas.”
nUpstate Farms Bison® French Onion Dip was awarded Best of Class at the New York State Fair for a second consecutive year, and company representatives were invited to take home a gold medallion, accompanied by a silver one, for the new Bison Southwestern Chipotle Dip. “Winning reflects our member farmers’ commitment to produce the best milk and dairy products possible,” says Mark Serling, director of marketing for Buffalo, N.Y.-based Upstate Farms. “We look forward to continually enhancing the quality of the products we deliver throughout the Northeast.”
nThe national dairy checkoff program, managed by Rosemont, Ill.-based Dairy Management Inc. (DMI), and the National Football League (NFL) are teaming up this fall to help educate kids on the importance of healthy eating (including three servings of dairy a day) and daily physical activity. The program kicked off in September with an integrated marketing program that includes retail promotions, advertising, public relations and national school promotions. Using the power of the NFL brand and its celebrity players such as Green Bay Packers quarterback Brett Favre and Carolina Panthers quarterback Jake Delhomme, the program targets school kids and moms with positive messages about milk, cheese and yogurt. As part of its partnership agreement, national and local dairy checkoff organizations have rights to use NFL league marks including the NFL shield design, logos for both the National and American football conferences, the Super Bowl and Pro Bowl. Additionally, several state and regional dairy checkoff organizations are developing local promotional partnerships with individual NFL teams.

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