Dairy marketers prep for 'the big game' in this week's FSIs

As shoppers write their grocery lists this week and make Super Bowl party menus, marketers push their brands in this week’s free-standing inserts.

Nestle Carnation evaporated milk stars in a baked potato casserole recipe under the headline, “What they’ll talk about the morning after the big game.” Nestle directs readers online to VeryBestBaking.com for additional “crowd-pleasing recipes for game day.”

• Also in the multipage “Nestle Good Food, Good Life” event, the company promotes its Natural Bliss coffee creamers. A QR code leads to a web site with additional information. The Facebook page address is also given: Facebook.com/coffeematenaturalbliss

Bel Brands USA tells readers “You need a Big Cheese for the Big Game” in an FSI for its Kaukauna spreadable cheese, “made in Wisconsin with 100% real cheddar.” 

“Serve the champions,” states T. Marzetti Co., picturing its chunky blue cheese salad dressing and ranch veggie dip. Recipes are available at www.marzetti.com, and the company asks shoppers to “find us on Facebook.”

Unilever instructs readers to “Make game day more delicious!” with its Wish Bone chunky blue cheese and Buffalo ranch dressings. The FSI includes Facebook and Twitter logos.

In other activity this week

• Though not Super Bowl related, Dannon uses a “winning” theme with its Light & Fit yogurt, promoted with the headline, “Here’s to small wins!” Small wins include “getting a little glance from a guy” and “finding more than one outfit that fits me.” Consumers are invited to share their small wins on the brand’s Facebook page, Facebook.com/LightandFit
• Saputo states its Cheese Heads string cheeses are “Made from milk & packed with fun, naturally!” It offers a baby dolphin plush toy with a qualifying purchase. The marketer states its support of the Wild Wildlife Fund, donating $85,000 to the organization in 2012.
• Abbott Nutrition’s Ensure, made with milk protein concentrate, is promoted for its muscle-rebuilding properties.
• Kraft features its packaged macaroni and cheese dinner, noting the addition of golden breadcrumbs.