Dog Day Afternoons - Armour hot dog brand promotion - Statistical Data Included

Brandweek, July 16, 2001 by Sonia Reyes

The MLB trucks were outfitted with batting cages, speed-pitch machines and radar guns Along with the players, ESPN broadcaster and former major leaguer Harold Reynolds was on hand with tips on how to grip a baseball and bat.

Armour invited retailers to bring their families to meet the players at the promotional events. They'd seen the All-Stars on sales video presentations, and were supplied in-store materials including life-size posters of the players. The ploy worked: Distribution of the hot dogs went up from 43% to 71% from April to September 2000, according to ConAgra execs, and more than 7,000 grocers featured the posters.

The sweeps, touted on FSIs and via an 800-number, dangled a trip to last year's MLB AllStar Game in Atlanta. The winner, a 9-year-old boy and his three family members, were treated to goodies that included a visit to the game's Home Run Derby box seats, limo service and $500 cash. Over 1,000 autographed baseballs were also awarded to the runners-up.

Giving back to the community is important to the All-Stars. A cause-related radio effort to benefit the Feeding the Children Better program launched across the U.S. As local sports radio shows reported the play-by-play hits and misses of the Armour All-Stars with each passing, Armour would donate $25 to the local chapter of Feeding the Children Better, All told, the effort garnered $20,000.

"Ball players are lionized but sometimes not recognized for the good things they do quietly," said Bergman. "They don't toot their horns. They were glad to be associated with a philanthropic company like ConAgra."

Program: Armour All-Stars

Marketer: ConAgra Foods, Omaha, Neb.

Agencies: Grey, New York (ads); Impact Sports Marketing, Atlanta (promotions)

Key players: ConAgra refrigerated

products division: Steve Silk, pres; Michael Kelly, up/gm;

Impact: Reed Bergman, pres