DALLAS Bimbo Bakeries USA said it is reviving a video game promotion that last year boosted sales of its Marinela brand Gansito Snack Cakes.
In a campaign led by Legion Advertising of Arlington, Texas, Marinela is including a "Gan-CD Sports" compact disc in every 10-count package of Gansito Snack Cakes and 12-count packages of Barritas Marinela.
The game features brand mascot Gansito (little goose) on a sports adventure that involves activities such as bicycling, swimming, kayaking and long-distance running. The disc, available in Spanish and English, also includes video monitor wallpaper and a screen saver.
The first game, Gan-CD, surpassed expectations, company officials said.
"Young customers loved our first Gan-CD promotion, which helped increase sales," said Juan Miguel Essa, Marinela U.S. brand manager.
The CD is one of several developed by BrandGames of New York for product promotions. General Mills, Pepsi-Cola, Taco Bell, Reebok, Energizer and Bic have also worked with BrandGames.
Bimbo Bakeries USA, based in Fort Worth, Texas, is the U.S. division of Mexican bakery giant Grupo Bimbo. It markets brands like Mrs. Baird's, Oroweat, Bimbo and Tia Rosa