The Big Idea: The Winning Taste Recipe Contest
Tell me a little about this promotion.
Vann Morris, Account Executive: The Winning Taste Recipe Contest is a campaign that MLT pitched 20 years ago, and it’s been happening ever since. The contest was created to meet three basic goals; build the brand, involve the trade and encourage consumers to cook with fresh chicken.
It’s been a winning combination every year. The sales force uses the contest as a catalyst for selling more product. Millions of poultry packages carrying the contest promo details arrive in stores, and the entries start arriving soon after.
Consumers can enter their favorite chicken recipe in five categories, and compete to win over $50,000 in cash and prizes. The creative prizes are one of the greatest things about the contest.
We’ve sent winners to Europe for gourmet cooking classes in Italy and France and our prizes are always from the most prestigious brands of cookware and kitchen appliances.
What kind of work goes into that each year from MLT?
VM: Each year, we do all the coordination for the entire contest, so on the account side, it is finding sponsors to donate all the prizes in turn for the exposure that we give them.
What were some of the creative components involved in this promotion?
VM: The Web site, winningtasterecipe.com, and the on-pack promo are the main elements. We also do the yearly recipe booklet, which is where all the winners are published in a multi-page recipe booklet that is then distributed at retail grocery store locations.
Do you ever get to try any of the recipes yourself?
VM: Mmhmm. That’s my favorite part. It’s very good. At the end of the contest, judges that are cooking experts themselves, compile all the entries, and narrow them down to the finalists. Then all are prepared and served according to the recipes for a final taste test. They invite us over when they’ve gotten the top 10 contenders, and then they choose the best and we get samples!. Another neat part of it is doing the food photography. (We handle the art direction.)
What do you think has made this contest a success for MLT?
VM: It helps our client sell more product and people want to win. I would enter, if I had a recipe. People like to cook. It’s nice to get recognition for something you’ve created yourself — not to mention it’s public recognition, and you get free stuff!
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