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    IBC Rolls Out ‘Striking’ Retail Promotion

    Linked to the company’s annual special-edition “Baseball” Cupcakes, the program enables retailers to give away as much as $800,000 to corporate charities.

    Interstate Bakeries Corp., manufacturer of Hostess products, this month is launching a retailer promotion in connection with a consumer giveaway to support the brand’s annual spring special edition Hostess “Baseball” Cupcakes. Also included in the promotion are the company’s Multipack Twinkies and Chocolate Cupcakes. According to the Kansas City, Mo.-based company, the promotion represents the biggest charity event the company has offered to retailers in years, with up to $800,000 up for grabs for retailers’ corporate charities.

    Retailers will be able to take part in a display-participation-based sweepstakes.  To qualify, retailers must run a Hostess “Steeerike it Rich” baseball promotion display during the duration of the consumer promotion. Sixteen stores across the United States that employ the displays -- two per IBC sales region -- will be selected. Extending the baseball theme, each of the 16 selected stores will have an opportunity to choose an employee to throw three strikes through a predetermined strike zone and win money for its corporate charity.

    If the retailer’s employee throws three strikes, the retailer will win $50,000 for the charity. Consolation prizes are valued at $5,000 for throwing two strikes, $2,500 for throwing one and $1,000 for being chosen.

    The pitching contest will be held at the winning store location (unless the retailer’s corporate policy requires otherwise), and store management will be able to select the employee who does the pitching.

    For consumers, IBC is running a national sweepstakes, focused on the grocery, mass merchandiser and supercenter channels, in which one consumer will win the opportunity to throw the strikes on the field of the Kauffman Stadium, home of the Kansas City Royals, with a chance to win $1 million. Consumers will be able to enter from May 4 through May 31. Hostess will support the event with local PR. IBC will support the event with local PR.

    Interested retailers need to work with their IBC sales representative to ensure they have a display featuring Hostess Snack Cakes during the baseball promotion window of May 4 to May 31, and submit the verification form to IBC before June 15.

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