NEW YORK – Del Monte will give away a house, or, more accurately, $130,000 – $6,000 more than the average price of a single-family home in the U.S. – to cross-pollinate its brand across product categories. From January through March, one of 300 million cans of Del Monte fruits and vegetables will indicate the winner under the lid. Gage Marketing, Irvine, Calif., is handling the promotion. Del Monte is supporting the promotion with close to $1.7 million in media. A 30-second spot, created by McCann-Erickson is slated to break Jan. 16 on network and cable TV.
Copyright Adweek L.P. (1993)