iC Group - In The News

McCain Keeping Pizza Pockets Tight with Skateboard Promo

All skateboard lovin’, rad dudes into all things tight (aka cool) can get in on a chance to win a stylin’ Birdhouse skateboard this spring in McCain Pizza Pockets’ “90 Boards in 90 Days Contest”. The online sweeps is aimed at driving sales of Pizza Pockets.

Fans of the pizza snacks register at www.pizzapockets.ca for the chance to win Birdhouse skateboard. The on-pack promo started on March 2 nd and will run for 90 days until May 30 th, 2006. One Birdhouse Board is available to be won for every day of the promotion… 90 Boards in 90 Days. In-store POS supports.

Norm Purdy, Retail Food, Group Product Manager of McCain Foods Canada, says tapping into the skateboard culture is a natural fit with the Pizza Pocket brand. “Our target demographic is 12-18 year-old males. We’re leveraging the sport of skateboarding to create an appealing and relevant brand experience to help drive product sales.”

The promo coincides with the recent launch of Titter and Drew, two real-life characters conducting Pizza Pocket experiments on the Pizza Pocket website. Described as heavy-metal-groovin', tattoo lovin’, burp the entire alphabet at once kind of guys, they undertake a series of Pizza Pockets experiments shown in video off the Pizza Pocket website (think pizza explosions of various types and unconventional ways of cooking Pizza Pockets.) “90 Boards in 90 Days” players can check out Titter and Drew’s antics as well as cast a vote for their favorite skateboard video clip.

“Key to the Pizza Pocket brand is being relevant to the audience,” said Carol Chapman, President of C2 Communications. “90 Boards in 90 Days” is yet another interactive extension of the Pizza Pocket brand to engage a young male audience.”

C2 Communications, Moncton handled the strategy, Razor Creative, Moncton developed the concept and creative execution. IC Group, Toronto handled online development and execution, prize fulfillment and sweepstakes management.

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About McCain Food Canada – www.mccain.ca

From coast to coast in Canada, McCain is one of the most popular and trusted consumer brands. The company offers a wide range of potato products, beverages, juices, pizzas and desserts. From a single factory in Florenceville, New Brunswick, McCain has grown to be the national and international world brand it is today. Florenceville, New Brunswick is still headquarters for McCain Foods ( Canada), McCain Foods Limited, and McCain International Inc. Led by Fred Schaeffer, President and CEO, McCain Foods ( Canada) employs about 4,000 people in 15 processing facilities, and enjoys a very large percentage of the total frozen food market share in Canada.

About C2 Communications

C2 Communications provides strategic marketing, advertising and communication council to a host of world-class companies and organizations across Canada. Known for their ability to provide consumer insight, C2 is a leader in brand development and innovative marketing solutions. Clients come to C2 for their ability to execute with excellence and unwavering commitment to achieving results.

About Razor Creative

Razor Creative is a creative and design firm based in Moncton, New Brunswick providing everything from advertising and promotions to brand development and packaging design. Razor believes in two simple but powerful words:  “Cut through”.  “Cut through” is their mission statement, tag line and guiding principle in everything they do. Razor figures out ways for clients to “cut through” the clutter and get an audience to take notice, ensuring the appropriate message gets to the intended eyes, ears, minds and hearts. 

About iC Group – www.icgroupinc.com

iC Group is a leading provider of interactive sweepstakes, games, contests, promotion risk management and insurance solutions. They are a trusted partner in the design and implementation of secure, high-impact promotions for many of the world’s top brands and leading promotion agencies. Clients rely on them to deliver promotions that create immediate impact and drive measurable results, while minimizing promotion risks that can jeopardize the bottom line.

Contact:

Julia Bilous,
Director Communications
iC Group
(800) 575-5590

julia.bilous@icgroupinc.com