• Schwan's launches aggressive $20 million frozen pizza promotion

    Tags: Marketing

MINNEAPOLIS -- Schwan's Consumer Brands North America and Europe has launched a $20 million sales-boosting prize giveaway it calls "The World's Greatest Pizza Promotion."

According to a release, the promotion runs through September and will be supported on all Schwan's frozen pizza boxes and through in-store displays.

In the U.S., Schwan's pizza brands include Tony's, Red Baron and Freschetta; in Europe, it sells Freschetta and Chicago Town pizzas.

Buyers of those brands can play through on-pack promotions that use a light-sensitive sound chip to reveal if consumers are a first-prize or grand-prize winner. Consumers can play for additional prizes at a new Web site launched for the promotion.

One in five consumers will instantly win $3 in "Music Cash," redeemable for merchandise at major music outlets. One hundred first-prize winners will receive a portable CD/MP3 player, and four grand prize winners will win admission to the concert of their choice in one of 10 cities: New York, New Orleans, Los Angeles, Nashville, Barcelona, Sydney, London, Paris, Tokyo or Copenhagen.

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