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In a bid to engage consumers across several channels, Chicken of the Sea is introducing the Chicken of the Sea SuperCook Contest. The competition, which features a promotional tie-in with “The Balancing Act” TV show on Lifetime, will run from May 15 through Aug. 15.
Through the medium of the contest, the brand is looking for consumers who can turn simple dishes into super meals. Contestants will submit a recipe, essay and photo, and optional video. Entries will be judged on recipe creativity (20 percent), use of a Chicken of the Sea product in the recipe (20 percent), taste and appearance of the recipe (20 percent), and the embodiment of Chicken of the Sea’s brand assets of health, nutrition and convenience (40 percent).
“The SuperCook Contest is more than a recipe contest. It’s about getting people to engage with our brand and reinforce that our products are healthy, nutritious and convenient — all while having a little fun,” explained John Sawyer, SVP of sales and marketing for San Diego-based Chicken of the Sea. “It’s also a nice continuation of our previous campaigns, including our 2009 tie-in with ‘Celebrity Apprentice,’ which generated a significant amount of consumer excitement. This year, we’re taking it to new levels with even more promotional elements and heightened social media efforts.”
The contest will be supported by a ground tour, which will journey to retail outlets or major consumer events in six cities, including the BlogHer event in New York on Aug. 6 and Aug. 7, with additional tour dates and stops to be determined. Chicken of the Sea will also roll out limited in-store promotional elements and implementing market-specific radio spots. Most of the promotion will take place online, however, with outreach via social media, including blogs, Twitter and Facebook, as well as The Mermaid Club, Chicken of the Sea’s online affinity club of over 135,000 fans.
“Consumers today communicate differently, and social media can’t be ignored,” noted Sawyer. “Through creative promotions that talk with consumers in new ways, we can not only generate excitement about this contest and Chicken of the Sea products, but also continue to build our online presence and social media engagement directly with consumers.”
The grand-prize winner of the SuperCook Contest will appear on “The Balancing Act,” win a $10,000 cash prize, and adorn a Chicken of the Sea product package, along with his or her recipe. One runner-up will receive $2,500 and also appear on a product package, along with his or her recipe. Third- and fourth-place winners will get cash prizes of $2,500 each.