Louis Rich to Join Forces With TicketMaster in Promotion By Beth Heitzma

MADISON, WIS. - This summer, eating turkey is going to mean more than good health. Sources said last week that Kraft General Foods' Louis Ri

A multi-media advertising campaign, created by Foote, Cone & Belding/Chicago, is set to break at the end of March to support the ‘Ticket To Summer Fun’ promotion backed by Louis Rich’s turkey processing division and first-time partner TicketMaster. Customers who purchase a package of the Louis Rich lunch meat will then be eligible to win TicketMaster gift certificates through either an instant-win or mail-in device, sources said.
Neither TicketMaster nor Louis Rich could be reached for comment on the campaign.
FCB declined to comment.
‘This is a major shift in emphasis for the brand,’ one source said. ‘But Louis Rich is really looking for results in terms of both pumping the brand image and increasing sales. And this campaign, with the TicketMaster involvement, creates a very cool and fun identity for the brand.’
Gift certificates can be applied to the purchase price of tickets to any TicketMaster event, including concerts, plays, amusement parks and sporting or cultural events.
The campaign is the first major effort out of FCB for Louis Rich since the agency was awarded the account last October.
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