iC Group - In The News

Wisconsin Milk Marketing Board Promotes Pride and Quality with Online Promo

Madison, WI – March 10, 2005

Wisconsin Milk Marketing Board (WMMB) aims to increase awareness, sales and the number of Wisconsin Cheese brands using the “Pride. Our Secret Ingredient”™ Seal with an online promotion that offers cheese lovers the chance to win over $1.6 million in prizes.

The promo, called “Win in a Flash”, is supported by over 40 million FSI and in-store Point of Purchase. Participants must obtain a UPC code from participating Wisconsin Dairy cheese products or a PIN from FSIs containing coupons for the participating brands, then visit the Wisconsin Cheese contest URL to play for prizes, which include 20 $50,000 cash Grand Prizes.

"The mandate for this promotion was to reinforce the pride and quality that stands behind our Pride Seal. Over 700 UPC's from 33 Wisconsin cheese companies representing 64 brands are eligible in the game, covering national, regional, and private label items," said Bill Drew, Vice President of Marketing Services for WMMB.

Tom Russell of Salt Communications adds, “Internet promotion is an extremely efficient way to promote the Pride Seal and sales of Wisconsin Cheese brands. Online promotions, by nature, are measurable, interactive and offer efficiencies from a consumer response and targeting point of view. Our research tells us consumers love this promotion because it is simple, they have multiple chances to win, the prize pool is big and they find out immediately if they are a winner.”

The Wisconsin Milk Marketing Board is funded by Wisconsin dairy producers, who in 1983 voted to establish a mandatory state milk marketing order to help affect demand for dairy products made from Wisconsin milk. Increasing demand for Wisconsin's raw milk remains WMMB's goal. Because the majority of Wisconsin's raw milk is used to make cheese, the most effective way to accomplish this goal is to focus on marketing and promotion programs for Wisconsin Cheese.

The “Win in a Flash” online promotion starts March 10th and ends June 2nd. Salt Communications, Chicago handles the promotion and IC Group, Chicago handles online promotion development and execution.

For more information contact:
Tom Russell, Salt Communications
Ph: (312) 787-9580
Mobile: (847) 922-2472

Julia Bilous,
IC Group Ph: (800) 575-5590 ext. 206 or
(204) 487-5006