Orville Redenbacher popcorn is using “heat and reveal” stickers for its new Pop & Win promotion.
For a limited time, a sticker that could reveal a prize once the popcorn bag has been popped in the microwave will be placed on the inside of each specially marked Orville Redenbacher’s 6-packs.
Consumers have quite a few snacking options, so this promotion is designed to drive trial consumption and get it into people’s hands, said Norma D’Onofrio, senior brand manager, at ConAgra Foods Canada Inc., the brand’s Canadian producer and distributor.
“They must pop the bag, they must consume the popcorn in order to know whether or not they’re a winner,” she said.
Prizes include music from HIP Digital Music Downloads, Coca-Cola, Warner Home Video, LG Canada and a $10,000 grand prize.
A winning sticker reveals a PIN code that consumers need to enter at OrvillePopAndWin.ca to redeem their prize.
Orville Redenbacher is supporting the contest with 10-second TV billboards on Global, CTV and CP24, as well as retail displays and Pop & Win shelf talkers at participating retailers.
The concept was created in collaboration with 6 Degrees Integrated Communication, and will be in-store until Oct. 14.
