VitroRobertson to Sweeten Dessert Promo

SAN FRANCISCO Baskin-Robbins has released an online promotion, to be followed by TV advertising, that touts its new Cake Treats desserts.

Launched Monday by Minneapolis promotions shop Waters Molitor, the online sweepstakes at offers a grand prize of a visit from a personal chef, trainer or personal assistant. The first prize is lawn care, car care or house cleaning; Baskin Robbins will also give away more than 1,000 ice cream servings.

The “Piece of Cake” sweepstakes continues through Nov. 30.

The Randolph, Mass.-based client will follow the online promotion with extensive national advertising starting in late October. The campaign will appear in major lifestyle magazines and on national cable outlets. Hill, Holiday, Connors, Cosmopulos in Boston performs media buying; VitroRobertson of San Diego handles print and broadcast creative.

Last year Allied-Domecq-owned Baskin Robbins spent $10 million on ads, per Nielsen Monitor-Plus.

Cake Treats, which serve two to eight people, are smaller than the ice cream cakes the chain already offers.