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Claussen Pickles, in partnership with ad agency The Escape Pod/Chicago, has launched a contest on Facebook to find the nation’s biggest pickle enthusiast.
Through its “Conquer the Cold” Facebook contest, the brand of Northfield, Ill.-based Kraft Foods is asking fans to prove they can put up with extreme temperatures by taking snapshots of themselves in the refrigerated sections of grocery stores, cozying up to Claussen Pickles. Then they can upload their pictures on Claussen’s “Conquer the Cold” Facebook page for a chance to win cold-weather gear or an all-expenses-paid trip to Iceland or Alaska.
The contest stems from a larger Claussen campaign that trades on the venerable brand’s claim to being the best pickle in the supermarket, and reminds shoppers where to find the product line.
The campaign features intrepid English supermarket explorer Sir Edwin Horsham, who drives a dogsled around a New Jersey supermarket. The latest of four YouTube videos depicts Sir Edwin guiding a local shopper to Claussen Pickles in the refrigerated section while having to navigate past an angry polar bear. The videos have attracted more than 1.3 million views to date.