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Success Story: Cooking Healthy in Cleveland

Apr 18, 2005  •  Post A Comment

The period following the winter holidays is when many people want to get their bodies back into shape, so Raycom Media sister stations CBS affiliate WOIO-TV and UPN affiliate WUAB-TV in Cleveland served up a Fit Foods for Healthy Living promotion.

The stations successfully presented the idea to regional grocery chain Marc’s, which traditionally did not run spots in first quarter. Built in was a component to include the store’s vendors, and Kraft Foods signed on as the exclusive vendor-sponsor.

“Originally, we were looking for five different vendors to commit to a given dollar amount, but when Kraft saw the spec spot, they decided to purchase all five [commitments],” said the station’s marketing director, Rob

Boenau.

Ten 60-second spec spots ran as bookends throughout the day for about eight weeks. The first half of the 60-second spot showed TV host Jack Hourigan shopping in Marc’s and purchasing Kraft products to make a Kraft Healthy Recipe. The second :30 was in a kitchen, where Ms. Hourigan demonstrated the finished dish and explained how she made it.

A contest element drove viewers to Marc’s Fit Foods display, where they could enter their own healthy recipes that used at least one Kraft-made ingredient. Kraft coupons were available at the display.

The chef of the winning recipe, Southwestern chicken enchiladas, won a new stove from Marc’s, a $500 gift certificate to the store and a one-year membership to Fitworks Fitness Centers. Runners-up also received prizes.

Kraft Nabisco sales were up more than 15 percent at Marc’s during this campaign. “This is huge,” Mr. Boenau said. He added that the promotion was a success because Marc’s benefited from the increased traffic to its stores and support for its TV campaign, and everyone involved was “recognized in the community for being a supporter of healthier lifestyles.”