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MADISON, Wis. – The Wisconsin Milk Marketing Board, based here, is looking to boost cheese consumption and sales this fall with a pair of heavily marketed promotions.
In October the WMMB is launching its Wisconsin Cheese Secret Ingredient Contest, in which consumers enter their favorite recipes using Wisconsin cheese in an effort to win a food lover's dream package of a private cooking class in New York with Gourmet magazine's executive chef, Sara Moulton. The prize includes an all-expenses-paid trip to New York City and $10,000 worth of home appliances.
To enter, consumers must submit their favorite recipe featuring Wisconsin cheese, along with the package label showing Wisconsin identification. Moulton, who'll select the grand prize winner from 50 finalists, will judge recipes. Each finalist receives a Wisconsin cheese gift box and a copy of Moulton's book "Sara Moulton Cooks at Home."
This fall the popular Friday Night Is Pizza Night promotion returns as a joint partnership with Fleischmann's Yeast and America's Beef Producers, funded by the Beef Checkoff. The promotion is part of an ongoing effort by the WMMB to generate interest in homemade pizza and to increase sales of Wisconsin cheese in the process. The event includes 25,000 retail floor displays with tearpads for a $3 coupon for Wisconsin cheese with the purchase of cheese and Fleischmann's Yeast, along with an additional $3 coupon for the purchase of ground beef and Fleischmann's Yeast. An FSI that drops on Oct. 24 will hit 45 million households, and a full-page ad is slated for the Nov. 7 edition of American Profile Magazine, a Sunday newspaper supplement delivered to 6.7 million households.
"This is the first time we are teaming up with Sara Moulton," a WMMB spokeswoman told Progressive Grocer. "We are doing two promotions this year, and we only did one last year."
The promotions will include a wide variety of point-of-sale display materials. "We'll have countertop display cards, the tearpads, and stickers retailers can put on their cases," the spokeswoman said.